About 20 tech heads are lining up outside the Telstra and Optus store in Bendigo Marketplace to be some of the first in Australia to purchase the latest iPhone.
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The iPhone 6 was launched in America by Apple last week and goes on sale from 8am today.
Telstra area general manager Steve Tinker said the demand for the new iPhone was huge.
"There have been a lot of expressions of interest and it has been very popular," he said.
"It's great to see so many people (at the Marketplace) and about 25 people at Mitchell Street too.
"The whole (Marketplace) team of about 12 people are on to help people get the new iPhone.
Mr Tinker said the iPhone 6 will be thinner, have a 4.7 inch screen, an A8 chip and improved speed and graphics.
"One of the main improvements is the battery life," he said.
"We expect customers will be constant over the next few days trying to get a new iPhone.
"Hopefully we can keep up with the demand."
Optus Marketplace store manager Dass Kumar said the store was very excited to see the iPhone6 released.
"People have been ordering and calling the store about it for weeks," he said.
"People lined up from 7am and while they are a bit tired, they are very excited."
Optus and Telstra served fresh coffee to waiting customers.
"We are doing our best to wake them up," Mr Kumar said.
