It was quite the scene at Apple's University Village store this morning as more than a 100 people waited in the rain to get the new iPhone 3G S. TechFlash was there to document the action, along with numerous TV crews. 

Apple customers were excited to be there, including 14-year-old Hadley Hillel who was first in line. Hillel showed up at 5 p.m. Thursday evening, pitched a tent and patiently waited for the doors to open at 6:45 a.m.

"I really wanted the new one the and the features it had," said Hillel, who turned 14 today.

It was unclear how many people had pre-registered for the device, but according to one Apple employee it was "a lot."

"I haven't counted. Tiny font, lots of pages," the employee said as she checked off customers in line. More photos after the jump.

Hadley Hillel was first in line. Pictured here with father.

The calm before the storm.

A wet day for iPhone 3G S customers

No special treatment for Urbanspoon co-founder Patrick O'Donnell, even though his company's app is featured in an iPhone TV commercial. "Everyone has to wait in line. Even Wozniak waits in line," he said.

Keeping customers happy with snacks. Dante of Dante's Inferno Dogs even showed up with his hot dog cart to serve griddle cakes.

Stay tuned for more reaction from customers as we asked half a dozen or so iPhone 3G S customers what they are most looking forward to with the new device.