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.

READ MORE: Our editor defends those who stand in line for an iPhone

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.

Brother and sister Olly and Charlotte McIlroy, from Bexleyheath, spent more than £2,000 on four handsets for their family.

The pair, drawn to the 5S Touch ID technology which allows users to unlock their phone with the touch of a finger, said they had fun since joining the queue last night.

Charlotte, 19, said: "We thought it would be a really fun experience. We met some really nice people."

Olly, 16, added: "Our brother and mum are paying us £100 to do it."

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.

Inside, Apple staff wearing blue T-shirts formed a makeshift guard of honour as the first customers made their way to the tills.

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.

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  • New iPhone on sale

    A large queue forms outside the Apple shop in Covent Garden, London as people wait in line to buy the two new iPhones.

  • New iPhone on sale

    A large queue forms outside the Apple shop in Covent Garden, London as people wait in line to buy the two new iPhones.

  • New iPhone on sale

    Jesse Green aged 15, from Stanmore jumps for joy as Apple workers applaud him, after being one of the first customers to buy the two new iPhones, at the Apple shop in Covent Garden in central London.

  • New iPhone on sale

    A large queue forms outside the Apple shop in Covent Garden, London as people wait in line to buy the two new iPhones.

  • New iPhone on sale

    Customers are cheered on by Apple workers as they are some of the first customers to buy the new Apple iPhones, at the Apple shop in Covent Garden in central London.

  • JAPAN-US-IT-TELECOM-APPLE

    The first customer to buy Apple's new iPhone 5s smartphone gestures after his purchase at the Apple Store in Tokyo on September 20, 2013. Apple's new iPhone 5s and 'cheap' 5C models went on sale in Japan on September 20. AFP PHOTO / Yoshikazu TSUNO (Photo credit should read YOSHIKAZU TSUNO/AFP/Getty Images)

  • AUSTRALIA-US-IT-TELECOM-APPLE

    Jimmy Gunawan holds up his new iPhones after being allowed in first to Apple's flagship store in Sydney's central business district on September 20, 2013. Sydney was one of the first places in the world where die-hard Apple fans could get their hands on the new the new iPhone 5s and 'cheap' 5C models. AFP PHOTO / Greg WOOD (Photo credit should read GREG WOOD/AFP/Getty Images)

  • AUSTRALIA-US-IT-TELECOM-APPLE

    Customers queue before being let into Apple's flagship store in Sydney's central business district on September 20, 2013 to purchase new iPhones. Sydney was one of the first places in the world where die-hard Apple fans could get their hands on the new the new iPhone 5s and 'cheap' 5C models. AFP PHOTO / Greg WOOD (Photo credit should read GREG WOOD/AFP/Getty Images)

  • Apple iPhone 5s/c Launch in Japan

    TOKYO, JAPAN - SEPTEMBER 20: Apple Inc. employees celebrate customers at Apple Store in Ginza district on September 20, 2013 in Tokyo, Japan. The company launched the new iPhone 5C model that will run iOS 7 is made from hard-coated polycarbonate and comes in various colors and the iPhone 5S that features fingerprint recognition security. (Photo by Ken Ishii/Getty Images)

  • Apple iPhone 5s/c Launch in Japan

    TOKYO, JAPAN - SEPTEMBER 20: The first man in queue for iPhone 5S, poses for photos at Apple Store in Ginza district on September 20, 2013 in Tokyo, Japan. The company launched the new iPhone 5C model that will run iOS 7 is made from hard-coated polycarbonate and comes in various colors and the iPhone 5S that features fingerprint recognition security. (Photo by Ken Ishii/Getty Images)

  • Latest IPhones Hit Shops In Hong Kong

    HONG KONG - SEPTEMBER 20: Staff welcome the customers at Apple's store in Causeway Bay district on September 20, 2013 in Hong Kong, China Hong Kong was one of the first places in the world where can purchase the new iPhone 5s and iPhone 5C models (Photo by Lam Yik Fei/Getty Images)

  • Latest IPhones Hit Shops In Hong Kong

    HONG KONG - SEPTEMBER 20: Staff welcome the customers at Apple's store in Causeway Bay district on September 20, 2013 in Hong Kong, China Hong Kong was one of the first places in the world where can purchase the new iPhone 5s and iPhone 5C models (Photo by Lam Yik Fei/Getty Images)

  • Apple iPhone 5s/c Launch in Japan

    TOKYO, JAPAN - SEPTEMBER 20: A man walks past in front of Apple Store in Ginza district on September 20, 2013 in Tokyo, Japan. The company launched the new iPhone 5C model that will run iOS 7 is made from hard-coated polycarbonate and comes in various colors and the iPhone 5S that features fingerprint recognition security. (Photo by Ken Ishii/Getty Images)

  • Apple Begins Selling iPhone 5 S/C In Berlin

    BERLIN, GERMANY - SEPTEMBER 20: Konstantin, who had come all the way from Latvia, holds up bags that contain six new Apple iPhone 5S smartphones that he had just purchased for him and his family at the Berlin Apple Store on the first day of sales on September 20, 2013 in Berlin, Germany. The new iPhone 5S and 5C phones went on sale all over the world today and hundreds of customers waited outside the Berlin store in the rain to be among the first to buy the new phones starting at 8am. (Photo by Sean Gallup/Getty Images)

  • HONG KONG-CHINA-US-IT-TELECOM-APPLE

    People queue outside an Apple store to purchase the new iPhone 5s and 5c in Hong Kong on September 20, 2013. Apple acolytes got their hands on new iPhones in the global roll-out of two new models, but failure to make headway in China and complaints about the price struck a sour note. AFP PHOTO / Laurent FIEVET (Photo credit should read LAURENT FIEVET/AFP/Getty Images)

  • HONG KONG-CHINA-US-IT-TELECOM-APPLE

    A customer checks a new iPhone 5c in front of a display of cases inside an Apple store in Hong Kong on September 20, 2013. Apple acolytes got their hands on new iPhones in the global roll-out of two new models, but failure to make headway in China and complaints about the price struck a sour note. AFP PHOTO / Laurent FIEVET (Photo credit should read LAURENT FIEVET/AFP/Getty Images)

  • HONG KONG-CHINA-US-IT-TELECOM-APPLE

    Apple staff members (top L) welcome a customer (front) during the company's launch of their new iPhone 5s and 5c in Hong Kong on September 20, 2013. Apple acolytes got their hands on new iPhones in the global roll-out of two new models, but failure to make headway in China and complaints about the price struck a sour note. AFP PHOTO / Laurent FIEVET (Photo credit should read LAURENT FIEVET/AFP/Getty Images)

  • Apple Begins Selling iPhone 5 S/C In Berlin

    BERLIN, GERMANY - SEPTEMBER 20: New Apple iPhone 5C smartphones await customers at the Berlin Apple Store on the first day of sales on September 20, 2013 in Berlin, Germany. The new iPhone 5S and 5C phones went on sale all over the world today and hundreds of customers waited outside the Berlin store in the rain to be among the first to buy the new phones starting at 8am. (Photo by Sean Gallup/Getty Images)

  • Apple Begins Selling iPhone 5 S/C In Berlin

    BERLIN, GERMANY - SEPTEMBER 20: People line up outside the Berlin Apple Store to buy the new Apple iPhone 5S and 5C smartphones on the first day of sales on September 20, 2013 in Berlin, Germany. The new iPhone 5S and 5C phones went on sale all over the world today and hundreds of customers waited outside the Berlin store in the rain to be among the first to buy the new phones starting at 8am. (Photo by Sean Gallup/Getty Images)