The line-up for Apple's new phones has already started in Sydney

Start-up employees work in shifts to secure first releases, which they will give away

Sydney-based startup Alphatise has claimed first and second spots in the line for the new iPhone 6 and the firm plans to give the phones away in a promotion on release day 19 September 2014.

The firm plans to offer the two phones as a prize on its website. Two Australians will be selected randomly at 9am on 19 September. To qualify, contestants will have to download the Alphatise app and create a ‘wish’ by setting a price for the phone.

Two employees have been dispatched to the Apple store in George Street Sydney. They will work in shifts for the next nine days to secure the first two models to be sold at the location. The two are said to be continuing their daily duties by utilising the Apple store’s free Wi-Fi.

Launched in August 2014, Alphatise said it aims to deliver a new digital democracy for the Australian retail sector. The firm claims that by shifting power back to the consumer, its app gives shoppers a say in what they pay by creating ‘wishes’ on items they want to purchase.

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