The launch of a new iPhone is practically a national tradition at this point - complete with ceremony, weird idiosyncratic rituals and a lot of shouting and waving of hands.
And today is no exception: the new iPhone 5C and 5S have launched, with hundreds of people streaming through the doors of Apple's flagship Regent Street store to get their hands on the device.
Some began queuing outside the central London shop as early as Monday afternoon to buy Apple's latest model, the futuristic 5S handset which is equipped with a fingerprint scanner.
Noah Green, 17, was the first in the queue, having only left his vigil to shower at a nearby gym since setting up camp outside the store at 4pm on Monday.
Emerging from the store 20 minutes after the doors opened to rapturous applause, Noah, clutching highly sought-after 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."
The teenager 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.
The device, which also comes in silver and ''space'' grey, is expected to fly off the shelves. Both the 5S and the 5C have been enthusiastically received by the press, and are expected to sell in large numbers.