Apple has done it again with the iPhone X, its newest iPhone with breakthrough new design, notched and massive edge-to-edge OLED screen, advanced Face ID facial recognition, faster and more efficient 6-core CPU, smoothly improved GPU, wireless charging-capable and plenty more.
It's the new iPhone design everyone has been waiting for since the 6, 6s, 7 and 8 models have all effectively shared the same design, even though the internals received major improvements with each generation that continued enhancing the iOS and iPhone experience on a reliable yearly basis.
Of course, not everyone upgrades year on year – today at a friend's engagement party, I saw happy iPhone 4 and 5 users. Even though they marvelled at the iPhone X I'm now using, they're still not rushing to upgrade.
The good news for those who don't want to go all the way to the iPhone X can get an iPhone with the Home button and, for those with iPhone 5s and better, the Touch ID features they're used to, and they can get the same horsepower within to power the latest apps, games, AR experiences and more to match the iPhone X.
Those models are the iPhone 8 and 8 Plus, or even the now cheaper iPhone 7 models which won't have as much CPU or GPU power but are still very powerful models in their own right – all of which are available without delay at any Apple Store.
It is, of course, the iPhone X that is playing the waiting game with consumers, some of whom happily purchased iPhone X models on launch day, and others for whom a wait for three to four or more weeks is still in place until their shiny new iPhone X arrives in the mail.
So, what was the queue like outside the Sydney Apple Store on the corner of King and George Streets? A hugely massive return to the queues of old – the queue seemed like the longest queue I'd seen at all, which is impressive stuff indeed.
Here's some videos of the queue at different stages of the morning between 7.20am or so and until the store opened, along with an interview with Vicki Brady, Telstra's group executive for Consumer and Small Business.
You can also find the iFixt teardown of the iPhone X here.
7.30am pre-launch look initial video:
Approx 7.45am-or-so live stream – my first live stream attempt, it auto-selected 360P. I stopped when I saw a notificaion that the Wi-Fi I was using was causing stream issues, so I switched back to recording on camera and posting the YouTube – that's the next video below this one:
Actual iPhone X launch countdown (a few minutes in, this video starts within the 10 minutes before 8am launch) – includes Apple Store staff cheering and clapping when the doors finally open, and we see those who were lucky enough to get in the store first triumphantly holding their new iPhone X models aloft for the world to see. We also see the world's first unboxing of an iPhone X in an Apple Store, and I take some video looking at the new iPhone X itself:
Telstra's Vicki Brady, group executive for Consumer and Small Business talking about how the iPhone X launch compared with previous launches, which is where we hear her state the iPhone X launch was as big as the iPhone 6 launch, which as we all know was the launch to bring forth the 4.7 and 5.5-inch new iPhone models at that time: