APPLE fans and tech-heads around the world have been counting down to the release of the highly anticipated iPhone 6 that will hit stores today.
Thousands of Sydneysiders braved chilly conditions to be among the world’s first to get their hands on the latest smartphone.
Diehard Apple buffs began queuing outside the Apple store on George Street since the latest iPhone was announced on September 9.
Over the last 24 hours, they were joined by hundreds of eager customers who flocked to the store in droves as the queue stretched for hundreds of metres along George Street.
As of 2.30am, the line had snaked around King Street, up to York Street and into Market Street.
iPhone enthusiasts Chris and Lyly joined the line at 10am the day before, they said the crowds for this launch are unprecedented.
“I’ve lined up a few times and this is the craziest it has been,” Chris said.
“It’s mainly the delay in China that is creating these crowds,” he said.
With no release date for the iPhone 6 in China and speculation it may be as far away as next year, demand for the new smartphone in the key Asian market is overwhelming.
Speaking to a number of people in the line, it was clear that many were more business savvy opportunists than dedicated customers.
Chris and Lyly, both originally from Hong Kong, revealed most of those joining the line were looking to resell the new phones in China for a hefty profit.
“People can make $300 to $1000 profit because people in China are desperate to have them now,” Chris said.
One man said he had started auctioning off the iPhone he was about to purchase online over a week ago and had already received ten offers.
“I put up online that I was queuing and it started at $100 (over the retail price), the last bid was $350,” he said.
Chinese forums like Tigtag and sydneytoday, as well as auction sites like eBay are popular destinations to buy the resold smartphones.
Fellow queuer Harrison Smith said he was aware most people were looking to cash in on the lucrative demand.
He said it was disappointing to see money-making tactics hijack the much-anticipated release.
“I’m looking to buy the phone for myself so it is a bit frustrating,” Mr Smith said.
“It feels a bit unfair to be honest. Most people are selling their places in line or selling the phones back to China.”
One security guard admitted the underhanded tactics were prominent.
“They’re mostly resells here,” he said.
Whatever their motivations, the crowds came equipped for the wait bringing sleeping bags, blankets and folding chairs to make the long night more comfortable.
Apple staff will open for business at 8am.
Until then, the line will continue to grow as customers flock to snap up the newest smartphone on the market.
“Do you think there’s enough? I hope there’s enough,” one man asked apprehensively.