V3 was up bright and early this morning to watch the eager Apple iPhone 5 complete their epic queue outside the Regent Street store in London to get their hands on the device.
As you can see in our video, despite an early setback when Apple's blue shirt brigade forgot to unlock the door - Steve Jobs would never have stood for that - punters were eventually let in to spend £500+ on the device.
The first buyer to emerge, Richard Wheatcroft, told V3's sister site The INQUIRER that he was planning to sell his two iPhones on eBay to raise money for his newly established charity.
Others, though, were seen rushing off from the store so they could go and play with their brand new iPhone 5 as soon as possible.
Apple will no doubt be pleased with the buzz, which comes despite huge complaints that its own Maps software, included in the iOS 6 update issued on Wednesday, is a terrible system when compared to the old Google Maps offering.