Customers that camped out all week have become the first to get hold of the iPhone 6s.
The phone was launched this morning, and the first to get it in the UK were those that had waited outside shops to get hold of the Apple Store’s allocation. Though many models of the phone have sold out, Apple made some available in real shops to those that were first in the queue.
Some had worried that Apple’s blockbuster launches had come to an end with the Apple Watch, which was launched in a less high-profile ceremony and was initially only available to buy online. But the event featured the same long queues and excitement of previous years, with Apple Store employees applauding and high-fiving people as they entered.
Inside waited the new iPhones, which feature the same external look but pack in new features like a vastly improved camera and a pressure-sensitive “3D Touch” display. The inside of the Covent Garden store had already been updated for the new phones, with pictures on the wall and handsets waiting to try on tables around the store.
Around the world, Apple Stores opened at 8am local time. That meant that the Sydney and Beijing stores were among the first to open.
In pictures: iPhone 6s goes on sale
In pictures: iPhone 6s goes on sale
Despite the rain, some 40 on-line reservation buyers visit the Apple Store in Omotesando neighborhood as the iPhones new models - iPhone 6s and iPhone 6s Plus go on sale in Tokyo, Japan
Sam Shaikh holds up two bags containing the new iPhone as he is surrounded by store staff after the release and sale start of the new Apple IPhone 6S at the Apple store in Covent Garden, London
Apple fans pose for selfie at the store in Australia, during the launch of the new iPhone 6s
People cheer at the launch of the new iPhone 6s, at the store in Australia
19-years-old David Kiss from Debrecen, Hungary, shows off his new iPhone 6s at the Apple store in Munich, Germany. Kiss camped in front of the shop for almost a week to be the first to get the new smartphone
A customer tries out a rose gold iPhone 6s Plus smartphone at the Apple Store near the West Lake in Hangzhou city, Zhejiang province, China
A member of staff processes a transaction as customer purchase phones during the launch of the Apple iPhone 6s at The Apple Store Opera, in Paris, France
The Apple store in Beijing launches the new iPhone 6s
Veronika Babochkina, 27, from Moscow, Russia, looks at the new iPhone 6s at The Apple Store in Opera, after queuing for few days, in Paris
Jonathan Pierrard, 26, from Rossignol, Belgium is the first customer to leave with the new iPhone 6s at The Apple Store in Opera, after queuing for few days, in Parisr to open new shortcuts - a feature Apple calls 3D Touch. (AP Photo/Francois Mori)
Many of those waiting in line at the Covent Garden store in London had come from afar, including at least one person who had travelled especially from India. The phones haven’t yet gone on sale in many countries, and so queuing and then buying from the Apple Store was the only way for many people to get hold of them.
Others who had pre-ordered online had the chance to skip the queue. Many expressed surprise that they had been able to walk past the longer queues of those who were waiting for a chance to get their hands on the Apple Store’s allocation.
Sam Shaikh, from Stratford, was the first to get his hands on the iPhone 6s. He had been queuing since Monday night, he said, and had been the first in the queue for last year’s iPhone 6, too.
In all, several hundred people were camped out at the Covent Garden shop, with many more at other Apple Stores across the UK and elsewhere.Reuse content