iPhone 4 Frenzy In Toronto

People were willing to line up for hours in the Eaton Centre for bragging rights of having the latest and perhaps the most controversial smart phone on the market.

The iPhone 4 went on sale Friday morning. Hundreds of people lined up outside the Apple store inside the Eaton Centre before dawn so they could be among the first in the country to get their hands on the device. The doors opened at 7am.

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The new technology isn’t cheap. An unlocked version purchased directly from Apple will run you $779 for the 32 GB and $659 for the 16 GB. Customers also have the option of purchasing the phone for a cheaper price through wireless carriers if they sign a three-year voice and data contract.

The smart phone has been on sale south of the border since June 24 and it’s received some harsh criticism over dropped calls and poor reception when it’s held in a certain position.

Apple CEO Steve Jobs attempted to deflect criticism and claimed the reception issues are common with most smart phones. The company is handing out free rubber cases with the phone that fixes the reception problem.

Consumer Reports magazine said it wouldn’t recommend the gadget because of the reception problems.

The bad review apparently didn’t affect sales. More than 3 million iPhone 4s have been sold in the U.S.

Aside from Canada, the device went on sale in 17 other countries Friday.

The latest iPhone features video calling, multitasking features, HD video recording and editing and a 5 megapixel camera with LED flash.

Apple Store line at 8am, 1 hour after opening. Credit: Owen Montgomery via twitter.com/o_monty

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