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One iPhone-wielding Apple employee looked amused that people had been queuing so long, telling one waiting customer, "We've got plenty of phones!"

The first person arrived at 8.30 Thursday morning, having travelled all the way from Manchester - despite the fact that iPhones will be available from numerous Apple and Carphone Warehouse stores around the country.

"I wanted to come here because the London store is the biggest in the UK," says Graham Gilbert, sitting at the head of the line. By the time he picks up his iPhone he will have been waiting for 36 hours. But that's nothing compared to the lengths Gilbert will go to with his Apple fandom: he has an Apple power symbol tattooed on his right calf.

"When

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I get my phone I want to find a hotspot to activate it, then get on a train and go home to bed," he explains.

Buyers will be limited to two phones per person, and Apple is expected to have a large stock ready for launch, so any eBay profiteers are likely to be disappointed. And because there is no financial advantage to getting a phone early, and no real need to queue at all, the event itself is the draw for many waiting customers.

"It's good fun. People who tend to like Apple stuff share an enthusiasm. It's like going to a concert if you like a band," says Paul Waite, who has claimed eighth place in order to replace his Motorola RAZR.

The UK launch will take place at 6.02pm today, the unusual timing being a nod to the iPhone's service provider, O2.

The store will be closed at 2pm in order to prepare for the grand opening, but staff in the store refused to comment on what was planned for the launch.

German customers were cheered and applauded by staff as they entered the store. After 36 hours in the wind and rain, Gilbert and co might be hoping for something more than a warm welcome.