It's the day Apple fans have been waiting for.
The highly anticipated iPhone 6 and iPhone 6 Plus was released in stores today and fans were out in force in Tampa, around the country and across the globe.
And the crowd that camped out for the Apple Store at International Plaza in Tampa was even larger this time around in anticipation of getting the gadgets, which run from about $200 to $400.
So what's all the hype about?
The new iPhones are a big deal for fans: Apple builds both the hardware and the software and some feel that makes iPhones easier to use and more dependable.
And yes, Apple is finally offering a larger phone.
"The newer, bigger camera that's on there," said iPhone enthusiast James Green, about what he was most looking forward to about the phone. "The newer, bigger phone, that was my main draw."
The iPhone 5, 5s and 5c have screens measuring 4 inches diagonally. The iPhone 6 boosts that to 4.7 inches, while the iPhone 6 Plus is at 5.5 inches. Yet the new phones are thinner than the smaller models.
The new phones also have a better camera and offer the new Apple Pay feature.
Only the new phones have the mobile payments technology, so owners can start using Apple Pay next month. A new barometer sensor measures elevation, so fitness apps can credit you for climbing stairs and hills.
The phone's rear cameras stay at 8 megapixels but the performance has improved.
Both phones have new technology for faster and more accurate focus. The Plus model also has a physical image stabilizer to help reduce shake, especially in low-light settings. The iPhone 5s and 6 use software tricks to do that.
All that was plenty to get hundreds of Apple fans to camp out overnight outside the mall (some were there since Thursday afternoon) in anticipation of the store opening.
The Apple Store handed out numbers to the fans in line - only a few were allowed in the store at a time to avoid a mad rush into the mall, which has happened in the past with Apple releases. That had people still acquiring phones into Friday afternoon.
But not all Apple diehards camped out.
Some pre-ordered the device and will receive their phones in November.