At 8 a.m., Tim Cook welcomed the first of many eager customers into the Palo Alto flagship Apple store.
Some paused for a quick selfie as apple employees cheered, making a cell phone purchase feel like a rockstar experience.
"I finally got it, and I feel proud!" Said Sergio Zuniga, who is one of the lucky few to score a black iPhone7 Plus.
"I spent a lot of time to get the reservation, so it feels good," he said. For him, the upgrade is all about the dual camera. "I have three kids, I love to take photos of them so that's what I want."
Apple started warning customers that inventory of the iPhone 7 Plus was low Thursday and might not be available in stores on Friday. Online and pre-orders wiped out Apple's inventory of the 7 in black and 7 Plus, in all colors. So walk in customers might be out of luck and a new shipment of the iPhone 7 Plus in jet black isn't expected until November.
What you need to know about the iPhone 7
David Eaton is said to be the first person in line at the Apple store in Palo Alto. He arrived Thursday morning. Yet he left without one of the coveted smartphones.
"I was hoping they had a small stash, if you're first in line, a small stash only has to be one, right?" And they showed me the inventory and they literally had none, so that's life," said eaton.
he 7 series offers a new camera, stereo speaker, longer battery life, and it's water resistant with wireless AirPods.
Photos from Apple's event in San Francisco
The iPhone 7 will cost $649 and it'll be $769 for the iPhone 7 Plus, or about $30 per month if you finance it.
And if you want that shiny jet black finish, that's only available in the models with more storage, so it'll cost you at least $100 more.
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