It's here - if you can get one.

Apple has released its latest phone: The iPhone 7. 

But the company says walk-in customers likely won't be able to get the 7 and 7 Plus because those were all snatched up by pre-orders. 

A few hearty souls camped out overnight at the AT&T store on Dale Mabry Highway in Tampa but the overall response to the phone did not compare with the rollout of other models. 

Still, Apple is expecting big returns on the latest phone. 


A few people stayed overnight or showed up early to attempt to get an iPhone 7 Friday morning at an AT&T store in Tampa. (Fallon Silcox, staff)

According to company officials, if consumers weren't on the pre-order list, they likely won't be taking a new phone home Friday.

Apple said during the online pre-order period, initial quantities of the iPhone 7 Plus in all styles sold out, along with the iPhone 7 in the jet black finish.  

Earlier this week, both T-Mobile and Sprint reported that pre-orders for the new phone were up nearly four times from the previous two models. 

But Apple is staying quiet on this rollout and for the first time in the company's history, it is not releasing it's first weekend sales figures. 

But once customers get a hold of the phones, here's what they can look forward to: 

  • All iPhone 7 models come with twice the storage as the comparable 6S, at mostly the same price. That's "mostly" because the $769 starting price for the larger iPhone 7 Plus is $20 more than comparable past models. The regular iPhone 7 stays at $649. Both entry-level phones now have 32 gigabytes rather than 16.
  • Without the traditional headphone jack, wired headphones plug into the Lightning port normally used for charging. But the jack's disappearance doesn't present the problem you might expect, given that iPhone 7 comes with a 3-inch-long adapter for your old headphones. A replacement costs $9 if you lose it.
  • Upcoming $159 AirPods are two tiny inch-and-a-half Bluetooth earpieces designed to integrate with Apple's software. Setting them up involves little more than opening the case near your phone and tapping "Connect."
  • The iPhone 7 Plus has a second lens that offers 2X optical zoom without any image degradation. 
  • Twice the magnification might not sound like much, but it makes a big difference when you're zeroing in on one aspect of a scene. If you then need "digital zoom" — as those software tricks are known — you're at least starting out with a sharper image. 
  • The selfie camera also got better in the iPhone 7. Resolution increases to 7 megapixels, from 5 megapixels, so the selfie camera no longer feels inferior.
  • Apple says battery life improves by an hour or two, thanks to higher capacity and efficiencies. No battery is ever going to be enough, but Apple promises 12 to 15 hours of internet use.