By the time the cheers started, and the doors opened, many of the 400 people we found standing outside the Apple store had been waiting patiently for as long as 12 hours.
At the flagship store in New York City, some had been waiting for a week.
They wanted to be among the first to get the new iPhone 5S,or 5C, with its multi colored case.
But the fact that these are the first iPhones to come in different colors also presented problems that have never been seen before.
Favorite colors sell out
Many people were unhappy that their color had already sold out, by the time they were able to buy theirs.
The 5S in gold instantly became the hottest commodity since Willie Wonka's golden ticket to his chocolate factory.
Some lucky souls who managed to buy one of the first gold iPhone 5S's were putting them up for sale for as much as $1,800 for a "buy it now" price.
Whether anyone this side of a Saudi prince would be willing to pay that much for a phone is up for debate.
Others were getting bids in the $700 range.
But the fact is that the blinged-out gold phone has instantly become the "must have" item for Apple fans. It appears very few have been shipped to stores so far.
Other colors in short supply
Other fans were unhappy that their preferred color of the iPhone 5C was already sold out by the time they got into the store, even though they had been waiting since 3:00 or 4:00 am.
It appears that the pink iPhone 5C is selling much faster than white and other colors.
Who would have thought that simply changing the color of an iPhone's case would create the biggest frenzy since the launch of the iPad? But apparently Apple has done it again.
As always, don't waste your money.
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