iPhone 18 Queues Spark Chaos, But You Can Skip the Drama and Pay Someone Else to Wait

The iPhone 18 launch in Sydney descended into a bizarre scramble on Friday, 18 September, after a customer who cut ahead of other shoppers emerged from Apple's flagship store claiming he was the first person in the world to own the new device.

Lachlan Collyer, 20, had arrived hours before the doors opened at Apple's George Street store, hoping to secure the first spot. The store opened at 8 a.m. local time and was reported by News.com.au to be the first Apple Store in the world to open for the launch.

Another customer then pushed past Collyer and other shoppers before rushing out of the store with an iPhone 18 Pro. He shouted, 'I'm the first! I'm the first! All the f—king news lies!' Collyer was nevertheless regarded by Apple staff and people in the queue as the genuine first customer.

Sydney Shoppers Chased Launch-Day Bragging Rights

For some Apple fans, being among the first buyers was worth arriving well before sunrise. Mehak Dhiman, 26, and Shav Chandra, 24, had been outside the store since 6 a.m., sharing breakfast while deciding between the Glacier finish and the new Burgundy option. They told News.com.au they were excited to see the latest models in person.

The launch also attracted influencers and content creators, turning Apple's George Street flagship into a backdrop for social media coverage. The spectacle reflects the continuing appeal of Apple's physical launches, where being an early customer can become an experience in itself rather than simply a way to obtain a phone.

Apple's New Pro Models Bring Major Upgrades

The iPhone 18 Pro and iPhone 18 Pro Max went on sale in Australia and more than 65 other countries and regions on 18 September after pre-orders opened on 12 September. Apple's latest Pro models are available in Black, Silver, Glacier, and Burgundy. The company says they feature the A20 Pro chip, a 48MP Fusion Main camera with variable aperture, and improved battery life.

The phones also introduce the next generation of Apple Intelligence, including an updated Siri experience, alongside a smaller Dynamic Island. Apple has separately unveiled the iPhone Duo, its first foldable iPhone, although that device is not part of the 18 September retail launch.

You Can Pay Someone Else to Queue

Consumers who want a launch-day product without spending hours outside a shop can outsource the waiting. Taskrabbit offers a 'Wait in Line' service that allows customers to hire a Tasker to stand in a queue on their behalf. The platform says its line-standing service can be used for product releases, restaurants, ticket sales, and other events.

The service is available in selected US markets, so it is not necessarily an option for shoppers attending the Sydney launch. Taskers set their own hourly rates, with the final cost depending on factors including location and how long the wait lasts.

That makes the service effectively a way to exchange money for time, something increasingly relevant for shoppers who want the launch-day experience without sacrificing hours of their own.

Pre-Orders Make Queuing Optional

The traditional Apple Store queue is also no longer the only way to get a new iPhone on launch day. Customers who pre-ordered could collect their devices, while Apple also offered online purchasing and sales through authorised retail channels. That means shoppers who prioritise convenience can avoid the crowds altogether.

For enthusiasts, however, the queue offers something a delivery notification cannot: immediate access to the latest hardware, the atmosphere surrounding launch day, and the possibility of becoming part of the social-media spectacle.

In Sydney, that enthusiasm turned a routine product release into a contest over who could claim the first purchase and showed why some consumers are still willing to wait.