Apple's much vaunted iPhone launches in the UK today at 6.02pm, selling at Apple Stores, Carphone Warehouse outlets, O2 shops and online.
Queues started forming yesterday outside Apple's flagship store in London's Regent Street, with early birds suffering a night of rain for their troubles.
The UK launch of the iconic phone has been backed by a number of companies. Entertainment firm Jamster has set up a web portal offering music, videos and games for all iPhone owners, which will be free to access at launch.
Meanwhile, Geodesic Information Systems has created a version of its Mundu instant messaging service for the device.
Visto is offering a free 60-day trial of its push email and directory service to try and tempt business users of the smartphone.
However, the iPhone has not gone without criticism from some observers.
Analyst Aleksandra Bosnjak, from StrategyEye Digital Media, described the device as "a toddler product without the sophistication of some of its rivals".
Bengt Nordström, a consultant with VeriSign, added that the lack of 3G shows that Apple "does not know the European market or has not thought it through".
Immersion, which makes tactile feedback technology, also pointed out that the iPhone lacks, well, tactile feedback technology.
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