What's with the Apple fans?

What possesses people to queue in the rain, waiting to buy an expensive phone that is only slightly better than the one they already own?

Apple mania was in full force on Friday at Sydney's George Street Apple Store, as hundreds lined up to get their hands on the new iPhone 6s or 6s Plus.

It was irrelevant that the Telstra store across the street was selling the same product with no waiting required.

But Apple fans want the full experience: big queues, security guards controlling the line, media attention and Apple staff applauding their purchases.

By 10am on Friday, 17-year-old Kane Hulden had already been waiting three hours and loving every minute.

"I love waiting," he said.

"I waited 17 hours once for Iggy Azalea. Even on hold (on the phone). I'll stay on Foxtel hold. I love it," he told AAP.

In fact most of the iPhone fans questioned by AAP didn't even mention the phone's technical attributes.

Their first response was either the new rose-gold coloured cover, their love of all things Apple or being able to boast about the new phone to their friends.

Apple has a way of cultivating an emotional connection to its brand, says tech expert Val Quinn from GadgetGuy.com.au.

Despite being able to buy the new phone at numerous stores throughout the city, he said Apple loyalists liked to be part of the "Apple magic".

The technical modifications to the 6s revolve around its improved selfie-taking experience; a higher quality camera; and a "live photo" feature which shows a couple of seconds either side of a photo will be popular with narcissists.

The 6s also has a stronger aluminium structure to prevent bending and a pressure sensitive screen.

Prices range between $1079 for the 16 gigabit 6s up to $1529 for the 128GB 6s Plus.