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.
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The retrospective is so in-demand the museum will open its doors all through the night for the first time since it opened in 1857.