Queues started forming yesterday outside Apple's flagship store in London's Regent Street, with early birds suffering a night of rain for their troubles.
The UK launch of the iconic phone has been backed by a number of companies. Entertainment firm Jamster has set up a web portal offering music, videos and games for all iPhone owners, which will be free to access at launch.
Visto is offering a free 60-day trial of its push email and directory service to try and tempt business users of the smartphone.
However, the iPhone has not gone without criticism from some observers.
Bengt Nordström, a consultant with VeriSign, added that the lack of 3G shows that Apple "does not know the European market or has not thought it through".
Immersion, which makes tactile feedback technology, also pointed out that the iPhone lacks, well, tactile feedback technology.
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