Published Friday, 21 September 2012
Lines around Victoria Square for the launch of the iPhone5. (© Pacemaker)
The company's latest offering promises to be their thinnest, lightest smartphone and has a bigger screen and faster processor than its predecessor.
Around 500 people stood in line outside the Apple Store waiting for doors to open at 8am on Friday, with some there since 11pm the night before.
"There seems to be a real brand loyalty from customers that they would queue up overnight," said UTV's Chris Andrews who was one of those in the queue.
The phone is already guaranteed to be a best-seller, with the company reporting pre-orders around the world of two million in just 24 hours and many customers not expected to receive theirs until October.
"It's just really cool cause it's the newest thing out there and I've been waiting for over two hours because I really want it," said one person in the queue, while others agreed it was all about the name that comes with the phone.
"I'm not entirely sure why I'm excited, £600 less in my wallet," explained another.
The iPhone5 will run on the newly announced 4G network which offers speeds up to five times faster than 3G.
The battle for domination of the mobile and tablet market has become increasingly heated recently with Apple's competitors taking it on with a series of new products.
Nokia and Microsoft recently joined forces to launch two new phones which will run on the Windows operating system.
And online retailer Amazon unveiled new models of its Kindle Fire tablets, which were previously not for sale in the UK, and are seen as rivals to Apple's best-selling iPad.
© UTV News