A long line spanned around the block outside Apple's flagship London store as people waited to get their hands on the iPhone X.
Outside Apple's London store on Regent Street, one fan named Adam said he had been waiting since Tuesday night.
Despite its price tag, Adam said, he wanted to buy the phone for its new design, large screen and the FaceID unlocking system.
"It's way too expensive, but you have to do what you have to do to get it," Adam told CNBC.
Interestingly, Adam said he usually gets a new iPhone every two years when he renews his mobile contract with a carrier. He never buys the "S" versions of the iPhone. But after buying an iPhone 7 when it was released last year, Adam is buying a new iPhone after just one year.
"There's a huge difference in design," Adam told CNBC.
Apple hopes this is what other consumers think, too.
And the pent-up demand could be huge. Analysts at GHB Insights estimate that over 350 million iPhone users have phones that are 2 years old or older. These people could be looking to upgrade to the new iPhone X or iPhone 8 models.