Trying to come up with a reasonable answer at this particular point in time is almost impossible. If it were a normal day, perhaps the process would proceed normally, but because of the probable load on the Servers, it might take longer than you would expect to get even parts of the process completed.
From what I have been seeing, they have not yet turned on the upgrade install. Perhaps 11 am Pacific time might bring us some news...
And Dipin, if you had the install.esd file it is fairly complicated to change it into an .iso. Windows 10 does have an option for downloading from another system on your LAN. Whether it will be able to do that might depend on whether you are upgrading both systems at the same time, which I choose not to do.