Despite the foul September weather lashing the capital on Thursday afternoon, hardy Apple fans were still queuing outside the shop as they prepared to get their mitts on the iPhone 5S the moment it goes on sale tomorrow.
V3 put on a nice waterproof coat, opened a large umbrella and set off to see how these intrepid fans were getting on. We were pleased to find them well set up for the rain that is falling steadily; clearly they’ve done this before.
A humble traffic cone marks the start of the maddest queue in London
While it’s no doubt madness to subject yourself to this kind of suffering it shows something about the sheer levels of brand loyalty Apple can inspire in its most devoted of users. Let's just hope they have already tried iOS 7 and know what they're letting themselves in for with the new operating system.
The Apple flag flies against a grey London sky as well-kempt Londoners stare at the shapeless forms of those queing for the iPhone 5S
However, it is probably fair to note that, so far, the queues are a long way short of some previous launches of the firm's new iPhone devices, such as the iPhone 4S, which came out two years ago.
Then again, with the rain falling, perhaps some people have been discouraged to attend. We’ll be at the Apple store tomorrow morning to see if the crowds have grown, and the diehards at the front have dried out, so check back then.
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