iPhone-mania: How Long Can It Last?

Investors worry about Apple's ability to keep up in the increasingly competitive smart phone market.
3:13 | 09/21/13

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Transcript for iPhone-mania: How Long Can It Last?
Now, big developments in the war for your smartphone loyalty. Apple released two new iphones and a new operating system. We did find one little guy who is not a fan of the software upgrade. Check it out. What's different? Everything. You're going to have to get used to it. No. I don't like it. That was my reaction when ginger told me it was the last week of summer. Not everyone is complaining, though. Lines out the door at apple stores across america. A lot happening on the smartphone front. This launch weekend so important to apple. Investors say it has to prove it can churn out sales of the iphone, even when upgrades are relatively small. The competition is catching up, stealing more and more market share from apple. The frantic rush to own the latest iphone came with all of the trappings. Sleeping in the streets. Screaming fans. While past iphone frenzies have been fueled by futuristic ad-ons like face time and siri. Friday's popular features, the limited edition gold case. Most fans didn't strike gold. I didn't get a gold one. They didn't have white or gold. Out of everything. The gold one. Reporter: Other line standers got silver lining. Woo hoo. Reporter: Free doughnuts, hand-delivered by apple co-founder steve wozniak. Or a surprise meet and greet with apple ceo, tim cook. Hi, guys. Reporter: At this california store, anticipation turning explosive. Out of the way. Hands behind your back. Reporter: One man so upset, he even ran into a moving truck. Now, the big question, how long can this annual ritual of iphone madness go on? Investors say there's more riding on this weekend's launch than ever before. That's because apple shares have lost one-third of their values since the last iphone launch a year ago. One of the main reasons, fierce competition. There's tons of android phonemakers. That's building team. More android phones out there than iphones, because so many companies make them. Reporter: And one of the competitors, blackberry, announcing on friday, it's laying off 40% of its global workforce. And expects to lose nearly $1 billion in just one quarter. The news from blackberry caused such a drop in its share price, its shares had to be halted in trading temporarily. I have to tell you, everybody i spoke to yesterday, outside of the apple store, was looking for one of these gold phones. There weren't very many. They were only giving out a couple dozen at each store. Is there a supply issue? Do they do this to create hype? Or is there just not enough of the gold phones because they can't make them fast enough? The gold phones are big. It's the only visible sign that you have the new phone. It's gold. See the blackberry for this. I'm all about my blackberry. Lynsi, thank you. We're going to turn to

This transcript has been automatically generated and may not be 100% accurate.

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