After months of fevered anticipation, Apple's latest flagship phone, the iPhone 16, finally goes on sale today.
Among the first to get their hands on the device are devout customers in Asia, some of whom lined up in the pouring rain on Friday morning before shops opened.
Photos show big queues forming outside Apple Stores in Thailand, China, Malaysia, Japan and South Korea as many fans wanted to be among the first buyers.
However, iPhone mania doesn't seem to have reached British shores in quite the same way.
Early photos of London's Regent's Street store this morning appear to show moderate queues outside, allowing people to breeze straight in.
BEIJING, CHINA: After months of fevered anticipation from fans, Apple's latest flagship phone, the iPhone 16, finally goes on sale today
BEIJING, CHINA: It's a busy day for Apple employees whenever a new iPhone goes on sale. In Beijing, customers line Apple's shelves while many more wait in the rain
LONDON, ENGLAND: Early photos of London 's Regent's Street store this morning appear to show moderate queues outside, allowing people to breeze straight in
iPhone 16, which was revealed at an event earlier this month, is described by Apple as 'the beginning of a new era for iPhone'.
The iPhone 16 features new AI capabilities, camera upgrades and a boost in battery life, and is available in a range of colours.
The device also has a new button that activates the camera app – a feature described as 'incredible' and the 'coolest feature ever' by fans.
'This is the perfect time for customers to upgrade or make the switch to iPhone,' said Kaiann Drance, Apple’s vice president of worldwide iPhone product marketing.
However, the new device doesn't come cheap – the standard baseline iPhone 16 model starts at £799/$799
And the most expensive option, the iPhone 16 Pro Max – which has bigger battery, display and storage capacity – goes from £1,199/$1,199
HANGZHOU, CHINA: The excitement is almost palpable as Chinese smartphone owners line-up to buy... another smartphone
HANGZHOU, CHINA: Customers wait in line at an Apple flagship store during the first day of sale of the iPhone 16 series smartphones on September 20, 2024
HANGZHOU, CHINA: Despite the popularity of Asian smartphone makers such as Samsung, Huawei and Xiaomi, Apple holds the top market share in the continent, according to Statcounter
HANGZHOU, CHINA: Apple releases a new iPhone this time every year, but it doesn't stop fans from queuing up to buy the latest model
TOKYO, JAPAN: In Japan's capital city, a queue goes down the side of the Apple building and out of sight on Friday morning
TOKYO, JAPAN: The first customer holds his iPhone 16 Pro as he poses to the media after purchasing it at the Apple Omotesando store in Tokyo, Japan this morning
TOKYO, JAPAN: Apple's iPhones are dominating the smartphone market in Japan, according to Statista
BANGKOK, THAILAND: The cheapest iPhone 16 model, starting at $799/£799, has a 6.1-inch display, while the Plus model is 6.7-inch, costing £899/$899. The most expensive (Pro and Pro Max) have 6.3-inch and 6.9-inch displays, costing £999/$999 and £1,199/$1,199 respectively
KUALA LUMPUR, MALAYSIA: Earlier this month Apple unveiled the new iPhones built for generative artificial intelligence, as it seeks to boost sales and show it is keeping up in the technology race
KUALA LUMPUR, MALAYSIA: Customers seen inside and outside the Apple shop for the launch of the iPhone 16
KUALA LUMPUR, MALAYSIA: An early customer faces the press in Kuala Lumpur. Across the world, the first customer through the door on iPhone release day is usually photographed and interviewed
KUALA LUMPUR, MALAYSIA: Jena, 25, poses with a newly purchased iPhone 16 while wearing a Apple Vision Pro inside the Apple Store at Tun Razak Exchange (TRX), Kuala Lumpur
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Meanwhile, in Thailand, iPhone 16 is widely available for purchase in Thailand with a cheaper price tag than the previous iPhone 15, resulting from a stronger Thai baht against the US dollar.
Admittedly, the Californian tech giant's ability to stir up such excitement in Asia with a new iPhone every year is impressive.
Despite the popularity of Asian smartphone makers such as Samsung, Huawei and Xiaomi, Apple holds the top market share in the continent.
According to Statcounter, Apple's market share in Asia was 19.2 per cent in August 2024, just above Korean firm Samsung (18.5 per cent).
Other big sellers in Asia are Chinese firms Xiaomi (15.2 per cent of the market), Vivo (9.7 per cent) and Oppo (8.7 per cent).
DUBAI, UNITED ARAB EMIRATES: More orderly queues at an Apple store elsewhere in the city
BEIJING, CHINA: Enthusiastic customers in Beijing try the iPhone 16 Pro earlier on Friday. All four iPhone 16 variants are now available to buy
BANGKOK, THAILAND: Customers are greeted with much fanfare as Apple Store Bangkok welcomes queuers
BANGKOK, THAILAND: Business as usual for Apple in Thailand as fans swarm over the new device
BANGKOK, THAILAND: Customers use their devices to film the moment their local Apple store opens
BANGKOK, THAILAND: Staff help members of the public choose their new iPhone. iPhone 16 is widely available for purchase in Thailand with a cheaper price tag than the previous iPhone 15 model, resulting from a stronger Thai baht against the US dollar
BEIJING, CHINA: Although they try, no other smartphone maker drums up excitement quite like Apple
SEOUL, SOUTH KOREA: People line up in front of an Apple store in downtown Seoul, South Korea
SEOUL, SOUTH KOREA: Korea - known for powerhouse smartphone firm Samsung - has devout Apple fans
MUMBAI, INDIA: iPhone inevitably proves popular in India, a country full of devout tech fans
MUMBAI, INDIA: Customers look around during the first day of the iPhone 16 smartphone sales
BERLIN, GERMANY: The Germany capital appears to show only moderate queues this morning as the latest gadget became available
LONDON, ENGLAND: That'll be £3,500 please! A London customer stocks up with four of the new iPhones
NEW YORK, USA: Apple's iconic Fifth Avenue store is illuminated in the early hours of Friday as sales prepare to kick off
Globally speaking, Apple has 27.7 per cent of the market, followed by Samsung with 23.5 per cent and Xiaomi with 12.1 per cent, according to Statcounter.
However, market leaders regularly fluctuate and all could change depending on the success of iPhone 16, which may be followed by a new 'budget' iPhone early next year.
iPhone 16 is powered by new A18 chips, which are designed for intensive AI-related tasks – namely Apple Intelligence, Apple's much touted suite of AI features.
Apple Intelligence – which includes a version of smart assistant Siri integrated with ChatGPT – will only arrive with iOS 18.1, which is set to become available from next month.