More than 100 people lined up outside the Apple store at Scottsdale Quarter early Friday morning hoping to buy the new iPhone 5S and its less expensive counterpart, the plastic 5C.
Many of those waiting customers were wrapped in blankets, some caught up on some sleep, while others toyed with their mobile devices to mark the time before the doors opened at 8 a.m.
A woman identified only as Victoria was one of the last in line about 5:30 a.m. at the store at 15169 N. Scottsdale Rd. She said the line was longer than she expected, and said the company that sent her didn't anticipate the line to be as long.
She said she was there to get four "champagne" phones, and if they weren't available by the time she got in the store, she would settle for black.
Some U.S. carriers have reported that the stock of the new iPhone 5S would be limited Friday.
The 5S went on sale in 11 countries Friday, including the U.S., Canada, China, Australia and Japan.
People in China were able to pre-order the device starting on Tuesday. And news outlets reported the gold models were already sold out before they were even available for sale.
Gold and silver models were expected to be harder to get, potentially leaving the gray models on shelves.
The iPhone 5S is similar in appearance to last year's iPhone 5. The new device is faster than its predecessor, however, and it features hardware upgrades like a beefed-up camera and a processor that measures motion data. The iPhone 5C comes in several different colors.
Copyright 2013 CBS 5 (KPHO Broadcasting Corporation). All rights reserved. CNN contributed to this report.
7831 N. Business Park Drive