Well before the sun came up on Friday morning, Apple fans assumed their position in line looking for gold.
A gold iPhone that is.
It's a scene that occurred all over the world today, iPhone users looking to upgrade to phone; the iPhone 5C or 5S.
The first two people in line at the AT&T Store across from Lenox Mall in Atlanta arrived around 2am. One said he "needed the new iPhone" and it was the first time he had ever lined up for one of the prized devices.
By 5:30 am the lines had grew to about 20 individuals, a television crew from the CBS affiliate in Atlanta and AT&T employees and dignitaries.
Across the street at Lenox Mall where there is an Apple Store, about 300 had gathered waiting for the mall to open its doors.
As 8am approached, the crowd had swelled to about 70 people and they put away their belongings and chairs and readied for the doors to open.
Once the store opened, customers were let in about 10 at a time. With enough AT&T employees on hand and everything in order, the phone purchase process appeared to go smoothly, but this particular AT&T Store didn't have any black or gold iPhone 5S units to sell.
"We never know what colors or what units we will get for an event like this," explained an AT&T representative.
A few disappointed customers left without making a purchase, but everyone else seemed to find an iPhone to fit their wants and needs.
The new iPhones going on sale has become a rite of fall on par with football and the leaves starting to turn. It's great that Apple knows what it has in terms of customers and what they will do to get their hands on a brand new device.
Even though it means getting up early and makes for a long day. as a member of the media, this is an event I would hate to miss.