Jack Cooksey goes for the grand unveiling - moments before dropping his new iPhone 6 on the floor / 9 News Perth

He quickly retrieved it and fortunately the screen hadn't cracked

In an embarrassing moment he would probably sooner forget, the first proud owner of the iPhone 6 in Perth in Australia sent his new purchase crashing to the floor, the moment it was out of the box.

Captured live in a morning television interview, the iPhone devotee, Jack Cooksey, was so keen to show off the new smart phone that its packaging got the better of him.

“I dropped it in a panic to get it open,” Mr Cooksey told the Perth Sunday Times. “Luckily it’s covered in plastic, so it’s fine.” He could be seen hastily checking the device’s screen to make sure it had remained intact as he scrabbled to retrieve it.

Mr Cooksey said he was looking forward to getting the phone home after reserving it online. He walked straight past the line of some 200 customers camping outside the Apple store in Perth’s central business district to pick it up. "I just can’t wait to open it again - and not drop it,” he said

Australia was one of the first countries in the world to put the eagerly anticipated iPhone on sale. Long queues could be seen outside Apple shops across the UK today as the phone hit the shelves, with early reports suggesting that the 6 Plus's bigger screen is proving popular with fans.