In fact, excitement is so frenzied that some people who aren't even that into Apple products or have much of an idea about what the new smartphone actually does are queueing up in their droves.
People like Rachel, who film-maker Sam Roberts discovered waiting on line for an iPhone 5 on 5th Avenue in Manhattan for, well, no apparent reason.
"This woman is not a plant, she is a real person, and she is brilliant," insists Roberts.
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