More than 80 eager phone lovers braved the cold and wet conditions from about 4.45am to get their hands on Apple's latest gadget.

Former Miss Universe finalist Erin McNaught and Australian break dancing champion Carlos Estigarribia aka "Pepito" signed autographs and entertained the crowd as they waited.

Mr Thompson said he was pleased to be one of the first to get the new phone and was already enjoying some of the new features.

"It's a pretty cool new device it has a great camera and really crisp display," he said.

Bean bags, heaters and food were also provided by Optus staff as Bendigo customers waited.

It was the first time Apple and Optus have hosted a phone launch of this size in Bendigo and the first of its kind in a regional centre.