No pre-orders for the new Apple iPhone 5S and 5C- customers that wanted a phone- had to be patient and wait their turn...

Standing in lines outside the Apple store on 5th avenue in midtown...

Outside a Sprint store on the Upper East Side...

And they lined up at this AT&T store as well.

And that's just New York.

Add to that China- Sydney- Japan- it was downright retro.

SOUNDBITE: WILL MAPP, IPHONE BUYER (ENGLISH) SAYING:

"It brings a lot of old memories, you know, from my old 3G Apple iPhone. I mean, I see it is way above all other phones, ahead of its time. It's amazing, beautiful. "

SOUNDBITE: BRIAN CEBALLO, IPHONE BUYER ( ENGLISH) SAYING:

"I have been waiting outside for 15 days. And I just love the experience. I love meeting new people. I love getting every single Apple product. "

SOUNDBITE: HINA TAHIR, IPHONE BUYER (ENGLISH) SAYING:

"Oh, I wanted to get the golden one, but they're sold out of it, so I am just here with my sister and she's gonna get the black one, but I am pretty upset because I am not getting one, and she is, so."

And this for a phone that frankly didn't get analysts all that excited when it was unveiled earlier this month.

CNET's Molly Wood:

SOUNDBITE: MOLLY WOOD, EXECUTIVE EDITOR, CNET (ENGLISH) SAYING:

"I think tech, the tech press is always going to be a lot harder to please. A lot of them have the iPhone 5, and the 5S is not a huge upgrade. But you are still dealing with consumers who are on 2 year contracts in most cases, so you do have a lot of customers for the 5s who still have a 4s, so it's sort of a carefully planned release cycle in some ways."

REPORTER BRIDGE: BOBBI REBELL, REUTERS REPORTER (ENGLISH) SAYING:

"By midday here at the AT&T store in Times Square the lines were getting shorter but so were supplies. If you wanted a gold or a silver iPhone you are out of luck. Black is the only color available- and they tell me inside those are going fast. "

But the excitement will only go so far:

SOUNDBITE: MOLLY WOOD, EXECUTIVE EDITOR, CNET (ENGLISH) SAYING:

"Increasingly people in these lines are planning to buy these phones and sell them or they are planning to sell their spot in line because they know that there are die hard fans or they know that there are people who can, for example, if they are the first ones to get an unlocked iPhone gold 5S that they can sell it on Ebay for several thousand dollars, so we are starting to see the effects of what is essentially an artificial scarcity."

Wood believes the iPhone 5S and 5C will do fine- but its the iPhone 6- possibly with a bigger screen- that has the potential to be the real game changer.