Prospective buyers were seen setting camp outside Apple's flagship store, waiting to purchase the latest iPhone.
Looks like people are already lining up for the iPhone 6 in front of New York City's flagship Fifth Avenue store — six days before Apple makes any announcement and 16 days before any new device is actually expected to hit stores.
Business Insider confirmed with an Apple Store employee that there were indeed people waiting outside.
"They're out there and they don't even know what they're waiting for yet," he said. "We haven't announced anything."
The new iPhone 6 is rumoured to come in two sizes and feature a more durable screen than its predecessors.
Apple will be holding an event for its new device on Sept. 9, which means the phone will likely become available in stores 10 days later.