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Optus, along with other telcos, did away with the midnight launch and opted for a low key morning event for the release of the new iPhone 4S.
A small line forms outside the Optus Sydney CBD store ready to get their hands on an iPhone 4S.
The fanfare was considerably less this time compared to the iPhone 4 launch but this is partly attributed to the telco offering customers a choice of online pre-orders and home delivery.
Across the road, Vodafone was running its own launch event. Down the street at the George St Apple Store, the queue stretch down a considerable distance.
Optus staff gear themselves up to greet customers.
Refreshments were provided to waiting customers.
Doors opened promptly at 8am.
Staff were all ready to sign up customers for the iPhone 4S.
First Optus customer to get the iPhone 4S
iPhone 4S launch at Optus Sydney CBD store.
Emerging Leaders 2018