Hilarious images show one buyer actually fist-pumping the air.
You may have heard that a little-known device called the iPhone 5 was launched today, and O2 capitalised on the opportunity by opening a pop up shop ON TOP of its O2 attraction in London.
The store sits some 52 metres above the ground, with buyers required to wear safety harnesses to climb the recently installed fabric walkway and reach the zenith.
Nick Thomas, O2 spokesperson, said: "While we can’t offer such a scenic view at all our stores, we’re hopeful that our customers will find it a phone that’s most certainly worth the wait."
Helen Squires from Liverpool, one of the first O2 customers to buy the phone, said: "Being one of the first to get my hands on the new iPhone is one thing, being able to get it from the top of The O2 has been mind-blowing.
"I’m no stranger to queuing but I’ve never waited before in a line so high or with such a view. It’s made the experience even more of an adventure.”
Well, if Helen plans to use Apple Maps for an 'adventure' to find her way back home she could be in for a shock, the app has decided to relocate various towns to the wrong places.
Check out the jumping for joy and fist-pumping action below.