PHOTOS: The iPhone X is on sale now — and people lined up for days to buy it

The iPhone X: It's really popular.

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The iPhone X: It’s really popular.
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Rob Price/BI

The iPhone X is on sale now – and people have lined up for days to be the first to get their hands on it.

At Apple Stores from Singapore to San Francisco, long lines have snaked around city blocks as die-hard Apple fans waited to be the earliest owners of the new Apple smartphone. The bizarre consumerist ritual has become synonymous with Apple’s mega-hyped, carefully stage-managed product launches.

Announced in September, the iPhone X is the first major redesign of the iPhone in years, with an almost edge-to-edge screen, facial-recognition technology, and an increased emphasis on augmented reality. It became available to preorder last Friday but sold out within minutes – prompting some Apple customers to line up for days to try to get one in person.

Business Insider visited Apple’s UK flagship store on London’s Regent Street to check out the surreal spectacle for ourselves. Keep reading to see the photos from London and elsewhere in the world …


This is the iPhone X. It’s in short supply, and well-reviewed. Some people are pretty keen to get their hands on it.

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Hollis Johnson

The lines were shoulder-to-shoulder outside an Apple Store in Hong Kong.


Only about a dozen people were lined up outside the Regent Street Apple Store to buy one …

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Rob Price/BI

… with another 200 or more forced to wait around the corner.

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Rob Price/BI

There were similar lines elsewhere — here’s Tokyo.

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Tomohiro Ohsumi/Getty Images

And here are some people in Berlin.

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REUTERS/Hannibal Hanschke

Hundreds of people also lined up in New York City — as the video below shows.


Customers spill into the street adjacent to the Apple Store on New York’s Fifth Avenue.


The first customers in line are greeted with applause by Apple employees as they enter the Apple Store on New York’s Fifth Avenue.


The first in the London line, Adam, said he’d been there since Tuesday. He actually first turned up Sunday night but saw there wasn’t a line yet and decided to come back later.

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Rob Price/BI

The keenest Apple fans came stocked with supplies: sleeping bags, camping chairs, food, and even tents.

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Rob Price/BI

Apple offered some people at the front of the line wristbands so they could leave overnight and come back in the morning – but some refused to take them, preferring the experience of waiting overnight.


And of course, the media was there too, documenting the scene and interviewing the customers.

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Rob Price/BI

When we popped down Thursday night, one man in the line said he had already preordered four and was buying another two for his family. Another guy didn’t even want one but had been asked to line up to get one for his boss.

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Rob Price/BI

In Singapore, too, people camped out overnight.

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REUTERS/Edgar Su

As it approached 8 a.m., when the devices went on sale, Apple employees inside got increasingly enthusiastic, cheering, clapping, and waving.

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Rob Price/BI

And then on the hour, the doors opened — and the first customers were ushered inside, greeted by a wall of cheering Apple employees as if they had run a marathon.

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Rob Price/BI

Maybe two dozen customers were let inside to buy iPhones, while hundreds waited outside.


Adam seemed to disappear; instead, the first customer was Marco Pierre White Jr., the son of a celebrity chef.

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Carl Court/Getty Images

Angela Ahrendts, Apple’s head of retail, has been pushing a new “town square” aesthetic for Apple Stores, and it was on full display Friday. Some customers and employees sat around chatting in an odd faux casual manner.


We spoke with him while he was in the line, and he wasn’t phased by the high price. “It’s only £1,000, man — I’m getting two, man!” he said.

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Jasper Pickering/BI

It’s not clear how many devices Apple had in stock in London; a company representative declined to say. But after about half an hour, hundreds of people were still waiting, and with reports of short supply and online order delays of weeks, there’s no guarantee that some would-be customers wouldn’t go home empty-handed.

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Rob Price/BI

Here’s our video showing the scenes in London:


These lucky dudes were the first to buy the iPhone X in Moscow.

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REUTERS/Tatyana Makeyeva

And Ahmed Ali here was among the first to buy an iPhone X in Bahrain.

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REUTERS/Hamad I Mohammed

In Hong Kong, iPhone X units were being resold immediately on the street to make a profit after purchase.

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A man in Hong Kong on Friday with a stack of banknotes to buy new iPhone X devices that people who just bought at Apple Stores were reselling.
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REUTERS/Bobby Yip