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The mass hysteria began in 2007 when Apple introduced the first iPhone.
10 years on, the craziness to get a brand new iPhone as soon as it launches continues.
We go down memory lane before the unveiling of iPhone 8, iPhone 8 Plus and iPhone X.
2007: That first iPhone
The moment when the first customer in line to purchase an iPhone -- -- he queued up all night for it -- was allowed into the Apple flagship Store on Fifth Avenue in New York, on June 29, 2007.
Photograph: Jeff Zelevansky/REUTERS
Some like this man couldn't wait for their turn and paid a $400 premium over the cost of the iPhone!
Photograph: Jeff Zelevansky/Reuters
The hysteria was the same across the pond in the United Kingdom 5 months later. Customers braved the November chills and stayed in queue overnight for it.
Photograph: Stuart Wilson/Getty Images
2008: iPhone 3G
Fans in Tokyo showed serious dedication to the iPhone.
Photograph: Kiyoshi Ota/Getty Images
2010: iPhone 4
That was the queue to buy the iPhone 4 at the Shanghai Apple Store!
Photograph: Aly SongReuters
2011: iPhone 4S
Friends and strangers shared resources as they waited to buy the new Apple iPhone 4S in London.
Fans snapped up the final gadget unveiled during Steve Jobs' lifetime, many buying the phone as a tribute to the former Apple boss.
Photograph: Suzanne Plunkett/Reuters
A man in Tokyo even turned up wearing a Steve Jobs mask.
Photograph: Kim Kyung-Hoon/Reuters
Apple employees also shared in the excitement.
Photograph: Robert Galbraith/Reuters
Enterprising dealers in some parts of the world made people wait in queue for the phone, but -- like this man -- realised that not all his minions were ready to part with the phone at the decided price.
Photograph: Bobby Yip/Reuters
2012: iPhone 5 series
That was the scene outside the Apple store in London at the 5-year mark.
Photograph: Luke MacGregor/Reuters
Some people made an event out of it.
Photograph: Tim Wimborne/Reuters
While others made pithy observations.
Photograph: Cameron Spencer/Getty Images
2015: iPhone 6 series
Tents are a common sight outside Apple stores before iPhone launches.
Photograph: Oli Scarff/Getty Images
And the wait is always rewarded with infectious enthusiasm.
Photograph: Ben A Pruchnie/Getty Images
2016: iPhone 7 series
The anticipation of a new iPhone had clearly not reduced till last year.
Photograph:Issei Kato/Reuters
Nor had the excitement of buying it before anyone else.
Photograph: Gonzalo Arroyo Moreno/Getty Images
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The iPhone that had Indians waiting in line at midnight!