Christmas arrived early for eager Apple aficionados as the iPhone 6s and 6s Plus went on sale this morning.
Hundreds of people queued outside Apple stores across the world to ensure they get their hands on the latest smartphone, which are all revamped with a new pressure sensitive screen, called 3D Touch, as well as a redesigned camera.
One customer stationed himself outside the Apple Store in Covent garden on Monday evening, to make sure he was the first to bag himself an iPhone.
Sam Shaikh, who claimed to be the first in the queue last year at the launch of the iPhone 6, was greeted by claps and cheers by Apple staff as they welcomed the first batch of eager beavers rushing through the doors.
Not everyone had to queue in the cold streets in anticipation of the smartphone though, many waited patiently in the comfort of their own home (rather smugly, we may add) ready to welcome the courier with their new gadget.