Demand for the new iPhone 6 is expected to be huge. So, not surprisingly, with more than a week to go, the first Apple fanatics have begun camping out on Regent Street outside the Apple store.
One of the first customers through the doors at the Apple store in Covent Garden celebrated after buying two of the new iPhones.
Brother and sister Olly and Charlotte McIlroy, from Bexleyheath, spent more than £2,000 on four handsets for their family.
The pair were drawn to the 5S Touch ID technology which allows users to unlock their phone with the touch of a finger.
The queue snaked around a packed Regent's Park, with several people carrying tents and energy drinks as they made their way towards the store from 8am.
A teenager was the first through the doors at Apple's London flagship store on Regent Street to buy the latest iPhone.
Noah Green, 17, who has been camped out since 4pm on Monday, emerged from the store 20 minutes after the doors opened to rapturous applause.
Noah, clutching a limited edition gold device, said: "It's the best feeling in the world. I'm the first in the United Kingdom and I have the best phone."
He said he turned down offers of up to £5,000 for his prime spot in the queue, saying he would only consider giving up his place for £10,000.
More than 1,000 Apple fans are eagerly queuing outside the Apple store in Covent Garden waiting to buy the new iPhone when it is released this morning.
The first person in the line entered the store at 8am after queuing since Tuesday.
Fans who have been queuing for up to three days will finally be able to get their hands on the new iPhone when it goes on sale later this morning.
Some began queuing as early as Monday evening to buy Apple's latest model, the futuristic 5S handset which is equipped with a fingerprint scanner.
The device, which comes in gold, silver or "space" grey, is expected to fly off the shelves but it is unclear whether the colourful 5C will have the same reception.
Apple has described the new iPhone 5S as the "most forward-thinking smartphone in the world".
It is an upgrade to the popular iPhone 5 and features an improved camera and extended battery life as well as novel features like a fingerprint reader.
The introduction of the iPhone 5C marks Apple's first departure from high-end devices.
Chief executive Tim Cook promised the 5C would come with "all the great technology that customers have loved" on its previous models but at around half the price.
Gad Harari took his place at the front of the queue yesterday with 17-year-old friend, Noah Green.