For the people who lined up outside the Apple Store in Boston early Friday morning in hopes of snagging the much-anticipated iPhone X, the wait was worth it.
Two brothers from Quincy were the first ones in line outside the Boylston Street store, arriving at 11 a.m. Thursday. Others who were about fiftieth in line got there at about 8 p.m.
"It is pretty crazy because it wraps all the way around Boylston Street and goes all the way to Newbury Street but I've heard it's not too too bad because a lot of people did preorders," said Ivan Zeng, who was among those waiting.
By about 5 a.m. Friday the line was approaching 200 people.
Friday's roll out of the new phone was a stark contrast to September, when the iPhone 8 and iPhone 8 Plus were released. Only one person waited in line overnight at the Boston store then.
Apple's iPhone X is the company's most expensive phone to date with price tags of $999 for the 64GB and $1,149 for the 256GB.
The company says the demand for the device is "off the charts" with a new display, upgraded camera, facial recognition, wireless charging, and a new Animoji feature.
"I can't wait to see what's it's like," said Adam Cartwright, who waited in line. "I can't wait to see the screen."
An employee told NBC Boston the store will likely sell out of the phone Friday, though he didn't know how many they had in stock.
If you try to order online you'll likely be waiting at least five weeks.