What springs to mind when you think about the day a new iPhone comes out? For many of us, it will be the buzz and excitement among an expectant crowd.
Every time the latest model is released, hundreds of people will head to their local Apple store, hoping to be among the first to bag a state-of-the-art iPhone.
The launch of the handset becomes a media event in its own right, with the world's press descending on flagship stores to speak to eager Apple fans, many of whom will have camped out for days to be near the front of the queue.
It's a level of devotion that few other organisations could engender and something that's been seen time and time again with each new iPhone iteration.
Until now, that is.
Excitement for the unveiling of iPhone 8 was as strong as you'd expect in the months leading up to the big day.
But Apple surprised us by launching the iPhone X as well, billing it as the smartphone of the future and confirming it will be rolled out after the iPhone 8.
As a result, the big queues at Apple stores simply didn't materialise on the day the iPhone 8 hit the stores.
Of course, the manufacturer has made sure people know they have the option of pre-ordering the handset, so many might not have had a pressing need to turn up in person.
But it certainly looks as if many Apple enthusiasts are holding off and waiting for the iPhone X to come out, in which case, it will be interesting to see whether that throws up the kind of queues we're used to seeing outside stores.
One person who'll definitely be turning up on November 3rd to bag one of the first iPhone X's is Apple fan Mazen Kourouche.
He queued up outside Apple's Sydney George Street store for ten days in order to get the iPhone X, apparently not realising that it was being rolled out at a later date.
Nevertheless, he purchased an iPhone 8 and pledged to return in order to buy the upcoming device.
Speaking to News.com.au, Mr Kourouche said the nights camping out were particularly difficult.
“There are a lot of people walking past, a lot of people out of it, the drilling and the construction work, but it’s all part of the experience,” he commented.
“My mum thinks I am crazy, but she supports me through all of it.”
Mr Kourouche added that despite not getting the device he originally wanted, he is still pleased to be the owner of a new Apple product.
“I got the gold and the black iPhone 8 Plus and I am excited to see what they look like,” he said.
According to Philip Schiller, Apple’s senior vice president of worldwide marketing, the iPhone X represents the “future of the smartphone”.
“It is packed with incredible new technologies, like the innovative TrueDepth camera system, beautiful Super Retina display and super-fast A11 Bionic chip with neural engine,” he stated.
“iPhone X enables fluid new user experiences, from unlocking your iPhone with Face ID, to playing immersive AR games, to sharing Animoji in Messages. It is the beginning of the next ten years for iPhone.”