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GLENDALE (WITI) -- Doors at the AT&T store in Glendale opened at 8 a.m. Friday morning, September 20th, as long lines of eager iPhone fanatics trailed in hoping to get their hands on one of two new iPhones -- the 5S or 5C.

"I think it's something of a disease, probably. Something of a compulsive behavior," said iPhone fan John Cunningham.

Apple stores and cell phone service providers in Southeast Wisconsin were fully staffed in preparation for the mad rush of customers.

"We absolutely put on everybody that can work today. They want to be here. This is kind of our Christmas time -- what we call our Super Bowl," said AT&T Wisconsin Sales Manager David Ven Roy.

The first people inside the Glendale store lined up around midnight. Fans were looking forward to new features such as a fingerprint scanner that unlocks the phone, and a camera that Apple boasts has the same resolution as a 40-inch flat screen TV.

"It's very exciting because I don't carry a camera with me most of the time so those opportunities are going to be when I have my phone and to capture those moments on film," said Roger Brotz.

Industry experts estimate that, worldwide, Apple will sell between six and eight million of the new iPhones this weekend alone.