Retailers braced themselves for a consumer rush Friday as Apple released its much-anticipated iPhone 4 in Canada.
Hundreds of people were lined up outside the Apple shop at the Eaton Centre when the store opened for business at 7 a.m.
Some customers had been waiting in line since Thursday and continued to wait overnight.
"You don't have a reason, you love it for some reason and you just don't know why," said one young boy waiting in line.
Apple staff members clad in blue shirts cheered loudly and clapped as they allowed customers into the store.
One person walked out with eight iPhones and a $6,000 bill.
The phone was also sold at other major communications and electronic stores across the city.
One woman, who didn't want to be identified, told ctvtoronto.ca she planned to go to a remote retailer in search of the phone -- something she had been looking forward to for months.
"I'd describe the store as both 'remote' and 'questionable,'" she said with a smile, refusing to give more details in case others discovered her secret.
But once she got there, she was dismayed to learn the person in front of her got the last one. She visited several other retail outlets but the Rogers network iPhone was sold out everywhere she looked.
"I think my iPhone quest is over for now," she said. "I admit defeat."
The smartphone was released in the U.S. in June but since then, several customers have complained of bad reception and dropped calls when the phone is held a certain way.
Steve Jobs, Apple CEO, has said the issue is common among all smartphones. The company was criticized by analysts who said they should have appeared to take the problem seriously instead of dismissing the claims.
Apple has promised to give away free rubber cases with each iPhone sold in Canada and 17 other countries. The case is expected to improve the reception issues.
The 16 GB model is being sold for $659 before taxes while the retail value of the 32 GB phone is listed at $779.
