It's a huge Apple launch, you know it will be the case without even needing to ask.
Yes it's just a phone, but you have to remember that there are many hardcore Apple fans out there. They clearly enjoy the queuing, they want to be there first, for the kudos, the television coverage, the chance of a free t-shirt and a high five, or just for plain blagging rights and to put on their Vlog.
This isn't likely to change with Apple anytime soon.
The other option if you don't want to queue for hours is find a non Apple shop that will be selling them and get there early.