Tech journo Harrison Polites captured the above photo (used with permission) outside the Telstra store in Bourke Street, Melbourne for the iPhone 5 launch last year (taken at 8.30am) and the iPhone 5s and 5c launch this year (taken at 7.40am).
As you can tell, queues outside Telstra's flagship store were significantly down, possibly because the phones were "not a significant improvement" over their predecessor, the iPhone 5.
It's worth noting that the iPhone 5 marked a 'major' update to Apple's iPhone line whereas the 5s and 5c, as their names imply, are more minor, mostly cosmetic updates.
Despite notably smaller queues in Melbourne's CBD Polites told iTWire that queues outside Apple's Chadstone store were thought to be significantly better than Telstra's CBD store, and Reuters is reporting the gold iPhone 5s has sold out.
As we previously reported however Apple shares dropped sharply on the announcement of the new handsets, suggesting investors and Apple fans alike have been underwhelmed overall by the company's strategy.
18 year old MacWorld employee Jack Jacobs started queuing outside the Telstra store for the new iPhone 5s at around 10pm the previous night, and told Polites he queued because he "felt bad because nobody was in the queue”.
Apple also didn't release preorder numbers for its new iPhones for the first time since its iPhone 3 in 2009, in a move possibly constructed to hide less than impressive preorder numbers.
Whether Apple has achieved its sales targets or not is anyone's guess, but overall the signs aren't good for the tech giant.