The more than 200 people who waited overnight outside the South Beach Apple store to buy iPhone 5s were escorted into the store one by one.
"It's the phone you gotta have," said Jimmy Maheux. He bought one for himself and one to sell.
Lloyd Pearson, 30, who works in computers, was the first person in line and got to the store at 7 p.m. Thursday night to get his spot.
"The reason why I'm waiting is cause I want a 64 gigabyte model cause I'm like a power user," he said.
Apple employees had handed out umbrellas to the people waiting in line to shield them from the intermittent rain throughout the night.
Black covers had lined the store's windows throughout the night, but they were taken down around 6:30 a.m.
"I feel like a million bucks," said Rigine Gomez, who had stood in line for his iPhone.
Meanwhile, Yvette Lewis was trying to sell her spot in line.
The iPhone 5 includes many new features. It's just 7.6 millimeters thick (that's 18 percent thinner than the 4S). It's got a bigger screen, a faster processer and access to super-fast LTE 4G cellular networks. It's also 20 percent lighter than the present model. The cost remains the same as the old 4S model -- $199 for the 16GB model, $299 for the 32GB model and $399 for the 64GB model.
Consumers nostalgic for the iPhone 4 can get one for free if they sign a two-year contract. An iPhone 4S will run $99 with the same contract.
The iPhone 5 camera is crystal-covered in the 5, with better low-light performance and quicker photo capture. There's also a panorama mode on the new model. They're 28 megapixels, which means the higher-end models with greater memory may be more appealing to image-happy consumers.
Shared Photo Streams have also been added to the upgraded lens and looks. Users can select images and push them to friends who can then comment and share.
The iPhone 5 uses an A6 chip, which is 22 percent smaller but still faster for better graphics performance.
As expected, there is a new connector for the new models. Apple's internet browser, Safari, can now be taken full-screen, without navigation bars and buttons. With mobile web views through the roof, this will only increase ease and volume of consumption.