To commemorate the formal launch of the iPhone 15 series, the Apple Watch Series 9, and the Apple Watch Ultra 2, CEO Tim Cook on Friday in New York City launched the company’s Fifth Avenue store.

Customers went to the store in droves to get their hands on the newest gadgets, and a queue from Fifth Avenue to Madison Avenue wrapped around the corner of 58th Street. One man admitted to Steve Kovach of CNBC that he had been standing in queue since 8 o’clock the previous evening. As customers entered, Cook unlocked the store and snapped photographs with them.

Preorders began on September 15 following the announcement of the new gadgets by Apple at its yearly launch event earlier this month. According to an August analysis from Counterpoint Research, the world’s smartphone market is on pace to reach a decade-low this year. Analysts and investors are eagerly watching to see if the new iPhones can spark a revival in that sector.

Before the smartphones went on sale, Bank of America analysts noted in a note published on Thursday that, while the average ship date for the iPhone 15 Pro and Pro Max models was “somewhat lower” than it was during the previous year’s preorder period, it had been extended.

Apple’s stock gained just 1% or so by Friday’s end. When CNBC asked for comment, the corporation didn’t answer right away.

Starting at $799, the new iPhone 15 series includes a USB-C charging connection and a redesigned titanium body. The titanium in the two new Pro iPhones, which start at $999 and $1,199, is a “huge upgrade” since it makes the phone feel considerably lighter, according to CNBC’s Kif Leswing, who tested them.

Customers can buy the new gadgets online or at their local Apple Store.