SHEER determination and strength of mind has evidently paid off for one Ballarat Apple fanatic.
Arriving at the Bridge Mall Telstra shop at 12.15am on Friday morning, Jarrod Kervarec was the first in line for the Apple iPhone 6 Plus.
The tech-head braved freezing temperatures with nothing more than a trench coat and a blanket to keep him warm.
VIDEO: Watch as we unbox Jarrod's new iPhone 6 plus.
And finally, after nearly eight hours, the doors opened and he was crowned the first person in Ballarat to receive an iPhone 6 Plus 128gb, followed by dozens of Apple enthusiasts.
"I'm obsessed...Apple really excites me," Mr Kervarec said.
He said he most looked forward to playing games and watching movies.
The 28-year-old said he became an Apple fanboy when he left his job at IBM and now owns a MacBook, and iPad and an iPhone.
Some Ballafornians made it a family occasion.
Dwight Bonney roused his wife and two young children at 6.30am, fed them breakfast and took them to the Telstra shop before the school drop-off.
He said the Apple technology was amazing.
"I suppose because it's the phablet, essentially a phone and a tablet," Mr Bonney said.
"It's not great as both, but great as a combination."
When asked why his wife agreed to the early line-up, she simply said "iPhone".
Telstra area general manager Bill Mundy said the doors opened at 8am.
"The Telstra folks worked in store until 10pm last night to prepare for this morning," Mr Mundy said.
"There is in excess of 100 units, we expect to sell out. This launch for the iPhone 6 is certainly larger than last year's iPhone 5S launch."