Fans queued outside phone shops across Shropshire today to become some of the first people to own the new iPhone 5.
The latest Apple phone was available from 8am, and is already guaranteed to be a best-seller, with the company reporting pre-orders around the world of two million in just 24 hours.
Demand has been so great many customers will not get the new model until October.
The O2 store in Telford Shopping Centre had a queue of about 20 people outside by 7.30am.
First in line was Nick Medlicott, 28, from Priorslee, who had been waiting since 2am.
“I just love the iPhone,” he said. “It’s a must-have accessory. I wanted to get my hands on it as soon as possible. I tried to sleep when I got here at 2am but I couldn’t. I was here on my own for an hour before anyone else arrived. Nothing was open, not even the supermarket.
“I’ve got a bit of a numb bum now, but it’s worth it.”
The O2 store was the first to open its doors in the shopping centre, letting customers in at 7.30am to start contract upgrades – although no sales were made before 8am. The shop had closed an hour early last night so that staff could prepare for the rush.
Apple enthusiasts were queuing from 3am outside the O2 shop on Pride Hill in Shrewsbury. Nine people were waiting to get their hands on the latest technology as the shop opened at 8am.
First in the queue was Gareth Welding, from Telford, who had brought a camping chair for his wait.
The 40-year-old said: “This is the first year pre-ordering has been allowed which has reduced the queue. The iPhone 5 is cutting edge and lighter than previous models.”
Also waiting was 17-year-old Emma Batho, from Monkmoor, Shrewsbury. She said: “I thought there was going to be a big queue that’s why I’m here, I can’t wait to show it to everyone.”
Inventor Andrew Reeves, from Shrewsbury, who has appeared on Dragon’s Den, was also in the queue.
Five people queued outside the Orange shop in Telford Town Centre. The phone, which is thinner and lighter than previous models and can use the 4G network, costs from £529, with the 32GB model selling for £599 and the 64GB version costing £699.