Lines for the iPhone 6 stretched several blocks in some parts of the world, but ahead of the release here on Friday there's just a bunch of paper cutouts.
People intending to queue up to buy the new iPhone from a Spark store can instead hold their place in line with an emoji - the popular smiley-face icon system used by Apple.
You can go online, book a place in the 100-strong queue, and your emoji will be printed out in life-size and put in line for you. On the day, Spark will let you know when you're almost at the front of the queue and you then go trade places with your emoji.
The emojis will be there from 7am this morning, in Auckland, Hamilton, Wellington, Christchurch and Dunedin.
The iPhone 6 is already available in many parts of the world, including Australia, the UK and the US.
Apple had more than 4 million advance orders in the first 24 hours, exceeding its initial supply.
People reportedly queued for 10 days in Sydney to be among the first people in the world to get their hands on the phone.