The workers come out like they're giving away the new iPhone 5 with the line cheering like they're rock stars.
Kylee Leonetti was first in line, waiting since 10:30 on Thursday night. After handing over the cash for the coveted gold iPhone 5, it's as if she won the lottery.
"It's more of a champagne color, so if you can get your paws on one, I recommend it, "Leonetti said. "My friends know I'm gonna have it on the first day, always.
The iPhone's are all the same, whether at the Uptown store, or the Mall of America.
With all this excitement, a lot of us still don't get it. We decided to ask an expert, but he was right there in line with the rest of them.
"I actually happened to be standing in line this morning, and I myself got the iPhone 5s." Dr. Sujit Varma said.
Dr. Varma says there's nothing unhealthy about it, it's just a passion for being first. He compares it to the hunter gatherer mentality.
"Don't you think it's fun to like go out and stalk your prey, and then catch and eat it. So there's a certain demographic that love that kind of stuff, and those are the kind of people that actually stand in line."