Brian Ceballo, left, emerges from the Apple Store on Fifth Avenue as the first to purchase the new iPhone 5 to the cheers of Apple store employees Sept. 20, in New York. Ceballo and a friend waited for fifteen days in line outside the store to be the first to buy the phone.Stan Honda / AFP - Getty Images
Apple employees cheer as a customer enters an Apple store in Wangfujing shopping district in Beijing on Friday, Sept. 20. Apple released the iPhone 5S and 5C models on Friday.Andy Wong / AP
People line up outside the Berlin Apple Store to buy the new Apple iPhone 5S and 5C smartphones on the first day of sales on September 20, in Berlin, Germany. The new iPhone 5S and 5C phones went on sale all over the world today and hundreds of customers waited outside the Berlin store in the rain to be among the first to buy the new phones starting at 8am.Sean Gallup / Getty Images
People queue outside an Apple store to purchase the new iPhone 5s and 5c in Hong Kong on September 20. Apple acolytes got their hands on new iPhones in the global roll-out of two new models, but failure to make headway in China and complaints about the price struck a sour note.Laurent Fievet / AFP - Getty Images
A man and a woman wearing cardboard hats depicting Apple's new iPhone 5C pose for photos as they wait for the release of Apple's new iPhone 5S, near the Apple Store at Tokyo's Ginza shopping district Sept. 19, a day before the iPhone 5S go on sale.Toru Hanai / Reuters
People sit next to a figurine of Apple's co-founder Steve Jobs and an apple as they wait for the release of Apple's new iPhone 5S near the Apple Store at Tokyo's Ginza shopping district September 19, a day before the iPhone 5S goes on sale.Toru Hanai / Reuters
By Erin McClam, Staff Writer, NBC News
The iPhone gold rush is on.
In what has become a worldwide ritual, people lined up around city blocks in Tokyo, braved the rain in Berlin and stood shoulder-to-shoulder in London on Friday to get their hands on Apple’s latest creation.
This particular frenzy is fed by bling: The iPhone 5S, as this generation is called, is available in a muted gold. Technology analysts warned that supplies of that model would dry up quickly.
Apple customers there also said they were proud that, for the first time, Chinese could buy the new iPhone on the same day as Americans.