The line at Apple's Michigan Avenue store snaked down the street as Friday morning as tech junkies tried to be among the first get their hands on the iPad Air.
Apple's latest creation hit Chicago stores following its unveiling less than two weeks ago. Locals like Fred Brisco, who was first in line Friday morning, arrived at the store before the sun came up.
"I've been sitting out here since 4:30 this morning," Brisco said.
Phil Seguin is also a devoted Apple fan, and said he buys every new product on the first day.
"I get teased at work, but that's what I like to do," he said. "I love Apple, and I love their products."
Many believe Apple will continue to dominate the tablet industry as long as they continue to make iPads lighter and faster.
However, Appolicious managing editor Brad Spirrison said the company has started to create a variety of products at different price points to accomodate those looking for cheaper Android alternatives.
The iPad Air, which is 9.7 inches and 20 percent lighter than the previous model, has been pegged as the lightest full-sized tablet in the world.
The device comes in silver, white, space gray and black. Prices start at $499.