An IT businessman from Kent who bought the first iPhone 5 in the UK described the experience as "absolutely mad".
Ryan Williams was first in a queue of hundreds who congregated outside Apple's store in Covent Garden waiting for the doors to open at 8am on Friday.
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.
"I didn't expect that kind of entrance, I thought I was just queueing for a phone but it was absolutely mad," said Williams, who auctioned off the phone for a cancer charity.
Police are searching for a man wanted in connection with the theft of 252 Apple iPhone 5 smartphones from the London store where he works.
Aussie Todd Foot is the first person in the world to buy the first iPhone5.
Apple users' have reacted angrily to inaccuracies and mistakes within the corporation's new map locating software.