Apple's much-hyped iPhone has finally hit shelves in the UK.
Staff cheered as throngs of excited customers made their way into Apple's flagship store in London.
A small number of Apple fans keen to get hold of the handset had started queuing at stores overnight and numbers swelled to around 300 for the launch.
First out of the store with the ?269 internet enabled device was 20-year-old north London student Tom Jasinski who said "It was worth the wait".
"I got here 26 hours ago," he told PA. "It is a great piece of hardware. It is a great thing and I love it."
The BBC 's Rory Cellan-Jones described the scene in London as "mayhem".
He said before the doors opened at the store, Apple staff were walking up and down the lines of people "whipping them into a frenzy".
The internet enabled handset has also gone on sale at more than 1,300 other stores around the UK with each customer limited to two handsets each.
The first European handsets were sold at the T-Mobile store in Cologne, Germany just after midnight on Friday morning.
T-Mobile's parent company Deutsche Telekom said it had sold over 10,000 iPhones in Germany by late afternoon.
"It was love at first sight," one 50-year-old man told Reuters news agency.
The iPhone will go on sale in France on 29 November and Asia in 2008.