Apple enthusiasts are lining up online to secure the release of the iPhone 6, which officially goes on sale next week.
The new iPhones—which are bigger and faster, with a better camera and a longer battery life—went on sale pre-order Friday morning at 3 a.m. EST, and several models already have sold out or will see substantial delays.
Analysts expect sales to hit records or near records.
"I think if you look at the market that they're going after, those Samsung, the bigger-screen Samsung, it just has a fundamentally different feel to it. And ultimately I think the thinness and the battery life, the combination of all there of those, are really going to power this product cycle," says Gene Munster of Piper Jaffray.
The battle for iPhone customers spans the nation's biggest retailers, and an aggressive incentive battle is being waged among the country's leading wireless carriers.
Apple priced the iPhone 6 with 16 gigabytes at $199, and the larger iPhone 6 Plus at $299 and up, but some retailers and carriers are looking to give you a better deal.
Wal-Mart will sell the iPhone 6 starting at $179 on a two-year contract. The iPhone 6 Plus will sell for $279, saving $20.
Competition among carriers is intense. Some are offering deals on the new phones, others are offering trade-ins for older iPhone models to attract customers.