Three young Sydneysiders who spent 10 days camped outside the Apple store in the CBD have been cheered by staff members as they became the first Aussies to buy the new iPhone.
Hundreds of people usually gather at Apple's Sydney city store with queues winding down the town's main street, George Street, when there is a new product release.
At the only official store in Shenzhen, for instance, less that a dozen people were queuing outside before the store opened to wait to pick up their new phones, despite the company putting up several rows of queuing railings outside and round the corner, to cope with what was clearly expected to be a potential scrum of buyers.
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First in line customer Mazen Kourouche shows off the new Apple products at the Apple Store in Sydney, Friday, September 22, 2017.
But preorders appeared to fall short of previous models as many held out for the new flagship iPhone X coming out on November 3.
"(It) is pretty similar to the iPhone 7 but it shoots 4k 60 frames per second and it's got a new glass back instead of the metal which is apparently more durable", he told Reuters.
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If you are going to buy the new iPhone 8, iPhone 8 Plus, or the Watch Series 3 today, don't share in the comments if you are also feeling this difference in the buzz associated with Apple launches.
Some old iPhone recyclers were trying to sell their goods outside, while a small crowd of customers were seated near the shop, waiting quietly for opening time.
Prices for the iPhone 8 start at £699 for the 64GB model and £849 for the 256GB model.
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Despite this, fans are holding out for the new iPhone X set to be the tech giants most premium phone to date, retailing at a record £999, just £50 more than the highest specification iPhone 8 Plus.