The Apple obsessives are clearly doing it for the media, as there are no queues outside the Carphone Warehouse store just round the corner, even though both shops begin selling the device at 6.02pm this evening.

According to staff inside the Apple store, the queue began forming at 11am on Thursday. There were around 30 in line when ME mag passed by at 1.45pm today. Many of them were using their MacBooks, others were talking smugly to the press. Inside the store, an assistant said staff had a sweepstake on how many they’d sell before the shop closes at 10pm. The highest was 6,000.

The iPhone will go on sale simultaneously at Apple stores, O2 outlets and the Carphone Warehouse. Buyers will be limited to two per person on a first come, first served basis.