For years, Apple has instilled in devotees a kind of zealotry previously restricted to the most diehard sports fans.
Every year they diligently queue for hours in the cold to be among the first to get the company's latest gizmo.
On Friday morning in Sydney, they queued for new models of the iPhone - the 5S and 5C.
But early signs suggested the retail launch might not garner the same fervour as previous years.
When Apple unveiled the new phones 10 days ago, critics reacted with a shrug at what they saw as marginal advances.
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Shares dropped and many said they were not prepared to shell out the asking price.
"Wow, $1,129 for an iPhone 5s here in Australia. That's simply insane," tweeted one fan, Bill Hutchison, about the 64GB model, which has a faster processor and a fingerprint sensor.
Early signs from the flagship store in Sydney's CBD likewise pointed to subdued interest among fans.
Jimmy Gunawan, 33, was surprised when he turned up at midday on Thursday to find himself alone at the front of the queue.
The graphic artist told AAP he turned up around the same time last year for the launch of the iPhone 5 to find at least 20 people already waiting.
But by the time the doors opened at 8am (AEST), about 600 people had joined Gunawan in a line snaking several blocks.
Apple was quick to reassure watchers that the queue wasn't any smaller than last year's.
Two long-time Apple fans, Dennis Darocha, 45, and Tibor Csapo, 38, said they had queued several times for Apple products in the past.
They said the line was "about the same" as it has always been.
"I don't think it's as exciting as it used to be," Darocha said.
"But I don't think it makes that much of a difference. People are still buying their products."
If anything, they said, Apple was the victim of tall poppy syndrome.
Dr Christine Satchell, a technology expert at Melbourne University and mobile phone designer, wasn't in the line but downplayed suggestions that fans were less interested than in previous years.
"There is only so much excitement that can actually be generated by a new mobile release," she said.
The new launch was consistent with Apple's long-term strategy of unveiling incremental advances that don't confuse users, she added.
Of the unusual zealotry Apple products inspire, she said it was simple: "They're sexy and nice to use".
But one long-time fan left disappointed.
Alan, 28, who didn't disclose his surname, said he was about 80th in the queue when he arrived at 5am.
But about half an hour before the doors opened he took an ill-timed bathroom break and missed out on one of the claim checks handed out by Apple staff along the queue.
When he returned, he was told he'd have to go to the back.
He walked up York Street, saw the end of the line in the distance, turned, and went home.
Perhaps the zealotry is waning after all.
