Gadget fans are already queueing up to get their hands on the latest must-have gizmo, the Apple iPhone.
Some die-hard Apple addicts began queuing outside its flagship store on London's Regent Street on Thursday morning.
The iPhone is tipped to be the biggest selling Christmas technology gift - despite some criticism of its £269 price tag.
Its mobile phone will run only on the O2 network, with owners signing an 18 month contract on tariffs of £35, £45 or £55 per month.
The 8GB device combines a touch-sensitive mobile phone handset with a built-in iPod media player and a wireless internet browser.
The iPhone goes on sale simultaneously at 6.02pm at about 1,300 Apple, O2 and Carphone Warehouse stores across the UK and via the firms' websites.
Carphone Warehouse is expecting its biggest sales day because of the Apple gadget.
Describing the iPhone's appeal as he waited in the rain on Thursday, computer studies student Graham Gilbert, 22, said: "It is amazing. I just like the fact that it brings everything I carry with me into one device. I don't have to think - 'have I remembered my iPod?"'
Nik Fletcher from Petersfield in Hampshire said: "People talk about the cult of Mac. They have a cult and there is a very loyal following."
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