Apple mania reached fever pitch as lucky punters became the first to get their hands on the new iPhone.
The latest Apple gadget became available from 8am, as hundreds were cheered into the brand's store in Covent Garden, central London.
Apple store workers dressed in blue T-shirts formed a passageway and high-fived customers who had been waiting outside the shop for up to a week.
The phone is already guaranteed to be a best-seller, with the company reporting pre-orders around the world of two million in just 24 hours and many customers not expected to receive theirs until October.
IT businessman Ryan Williams was the first person in the queue and said the atmosphere as he picked up the phone was "crazy".
Williams, 22, from Swanley in Kent, had been camping out in Covent Garden for a week with his friend Peter King.
But the pair were not doing it just for their love of tech - Mr Williams auctioned off the first iPhone to hit the UK's streets to raise £1,000 for charity.
He said: "I didn't expect that kind of entrance to be honest with you, I thought I was just queueing for a phone but it was absolutely mad.
"It was a crazy thing to queue here for a week but it was really good fun, I would definitely do it again, we've raised so much money for Cancer Research UK as well which is absolutely fantastic.
"I was just trying to utilise the fact that there's so much publicity around iPhone queueing, so if we could build on that and raise money for charity at the same time, we were doing it for a good cause."