While you were cozy in bed Thursday night, gadget lovers were camped outside Apple stores to become the 1st to get their hands on the iPhone5.

Dani is 1st in line at the Eaton Centre.  He settled in at 11pm Wednesday.

Tech expert Marc Saltzman says Apple's rivals poke fun at the notion of camping out for a gadget & the fanaticism of their users.

But really, Saltzman says they're jealous. 

It's all about clever marketing.  Saltzman says Apple's sleek & simple ads &messaging focus not on technical components, but the emotional connections & interactions users have with iPhones, iPads & iPods.

Saltzman says unlike their competitors, Apple has managed to shift product launches from a sale, to an event, a piece of history, "like Woodstock".

Dani agrees.  This is the 3rd time he has camped out for an Apple product.  He gushes the company makes customers feel happy to be 1st & love their products before holding them.

While you might consider sleeping in a folding chair in a mall waiting for a phone a waste of time, Dani says it's a fun experience.

It gives him the chance to support a company whose vision he believes in, to meet new people who share his interests & to make life-long memories.