Hundreds of people have queued outside Apple's flagship London store ahead of the launch of the iPhone 4.
The phone went on sale at 0700 on 24 June and is smaller and lighter than the older 3GS version.
Apple says the stainless steel body of the handset will act as an antenna and will help to improve reception of mobile signals.
Some people started queuing outside the store on Regent Street 24 hours before the phone went on sale.
Alex, a Canadian who lives in Dubai, flew to London especially for the launch.
He told BBC News that he had become a regular at Apple events and launches.
"I like meeting the people at events like this, I like meeting the people and the excitement.
"In North America we suffer from locked phones, my current iPhone is locked. This is the first opportunity I've got to buy an iPhone that is unlocked," he said.
Apple have made a number of changes to the iPhone 4.
The firm claims its display and larger battery gives the phone 40% more talk time; it says owners will be able to browse a 3G network for 6 hours before recharging.
The built-in camera - which came in for criticism from some quarters for its poor photo quality when taken in low light - has been improved.
While the megapixel count remains at 5, the sensor has been enlarged which, in theory, means it should be able to take better photographs and shoot video in poor light conditions.
One issue that may have to be addressed concerns the new operating system.
There has been considerable internet chatter over Apples new OS, iOS 4, with numerous posts and tweets from users having serious issues after upgrading.
The bulk of the problems appear to come from iPhone 3GS users, who are reporting everything from system slowdown to battery life issues.
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