I only did this one time, which was during the iPhone 5 launch. Coincidentally Facebook reminded me yesterday that I bought an iPhone 5 exactly nine years ago. I remember waking up super early, going down the road to the Apple Store in Cambridge, UK, and waiting outside the mall's gate in the designated queue. I was not too far from the front of the queue, getting my silver 5 not too long after the store opened. When I left the store, the queue had stretched out onto the street. I usually wait a couple of weeks to a month after sales have started to get the iPhone, but this year will be the second time I'm getting it on launch day, and the first time I'll be pre-ordering online (pre-orders only open for my country on 01 Oct).