On Tuesday, the latest instalment in the Apple iPhone range will have its details released as the company previews its next batch of technology.
It will mean, on its release day in stores across the world, that thousands of people will form snaking queues to be one of the first to own the latest iPhone - rumoured to be named the iPhone X - an 'anniversary' edition.
Whereas some will arrive hours before opening time, one LAD in Australia has gone to extra lengths to be the first.
Mazen Kourouche, 20, has queued 10 days early outside Sydney's flagship store on George Street.
The YouTube channel host is a known tech lover and is no stranger to queuing for the latest Apple products.
He told LADbible: "Last year, I did it for the iPhone 7 alone. This year, I'm doing it to be the first to cover the launch on my YouTube channel. I'm a big fan of the iPhone and also develop apps for iOS.
"I was invited to the WWDC conference where I met the CEO in 2016 and 2017."
Ten days is a long time for anyone to sit on a chair and hope his iPhone battery holds out (I'm lucky if mine goes 10 hours, let alone days). That's not a concern for Mazen, though.
Credit: Mazen Kourouche
He explained: "I've got a tent and a couple chairs, and my friends are also queuing with me. I've got an external charger, and Apple is letting me charge my things inside if I need.
"My device is currently charging ready for the release tomorrow. Apple has given me free WiFi, too, so I'll be watching it whilst in line and releasing a video about the announcement right after it has finished."
The Aussie is a full-time student and has a part-time job as well.
"I've got an assignment due on the projected day of the launch [September 22] but I'm working on that whilst I'm waiting," he said.
"I also tutor high school students at a company called Chalkwall."
Having spent 10 days queuing, and watching as many people are just as eager to join him, would Mazen give up first spot?
"Hypothetically, I've thought about being offered AUS$50,000 (£30,230), but I've said I'd have to wait and see when the phone comes out," he said.
"That's a short-term gain, but I'm looking at a potentially huge subscriber base which can help me in the long run. I'm thinking macro rather than micro."
Credit: Mazen Kourouche
And the cost? This iPhone is expected to run into four figures, no matter where in the world you are.
Mazen explained: "I usually sell my old phone and pay the difference, so it hasn't taken me too long to save for."
Following tradition, it's only likely to be another year until we hear yet another bizarre story of an Apple iPhone enthusiast queueing for a ridiculous amount of time.
"I most definitely would not [queue again]," Mazen joked. "It all depends on how well this line up goes for me in terms of my channel and growth. I enjoy the hype but 10 days is really long!"
Featured Image Credit: Supplied