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Apple's 3G iPhone launched today, with lengthy queues forming outside the company's flagship Regent Street store at five this morning.

One customer began waiting in line two days ago, but was unfortunately unsuccessful in getting the first handset, we were told by an Apple employee struggling suppressing a grin.

Despite a statement from O2 earlier this week which claimed that the iPhone would be in very short supply for some weeks to come, Apple claims that waiting in line is unnecessary as it has more than enough stock to supply demand.

"Hey, we're Apple, what do you expect?" an Apple store employee said this morning when asked whether handsets would sell out.

It was a different story at the Carphone Warehouse, however, which has already sold out of the 16GB version only hours after they went on sale.