Going for gold at Sheffield’s Meadowhall shopping centre was Alastair Westle - who queued over 16 hours to be the first to own the new gold coloured iPhone 5s, writes Graham Walker.
Hundreds of gadget fans stood in line and he was the first past the winning post when the Apple store opened early Friday morning at 8am.
VIDEO: Press the play button to watch our video report.
The new 5s design, which quickly sold out, also comes in silver and “space” grey, with a James Bond-style fingerprint scanner to unlock the device.
Customers who missed out were encouraged to order one or buy the cheaper new 5C model, which comes in five hues of pink, blue, yellow, green and white.
The 5C has been released at a time when Apple faces stiffer competition than ever before.
The Meadowhall queue snaked out of the Apple store and into the car park outside. Free doughnuts were handed out for breakfast.
Inside, Apple staff wearing blue T-shirts formed a makeshift guard of honour as the first customers made their way to the tills.
Father of two Alastair, aged 46, started queuing at 3.30pm on Thursday.
He emerged from the store 10 minutes after the doors opened to rapturous applause, clutching the limited edition gold device.
“I had a job in Lincoln on Thursday and I used to lived in Sheffield so I dropped in, bought a chair in Argos and started queuing - 16 and a half hours. Crazy isn’t it? All for a phone,” said Alistair, who runs his own outdoor businesss in Keswick, in Cumbria.
“I’ve always had a black iPhone but it’s the 64gb gold verison I’ve gone for. I decided to brake the mould and go for gold. I like gadgets and that’s it.
“My wife, Helen, is from Rotherham.
He laughed: “I’ve just bought her some weighing scales. But I know what I would rather have. She’s going to kill me.”
Husband and wife Paul and Julie Rayner, of Chesterfield, were next in the queue and both were after a gold iPhone 5s.
IT worked Paul, 46, said: “I queue up ever year. This is my fourth year doing this. Last year I was number three. The year before I was 20th. This year I’m number two in the queue, so I’m getting a bit closer.
Wife Julie added: “We’re both going for gold.”
Casey Storey, aged 18, of Bessacar, Doncaster, was treatring herself to the gold iPhone 5s after finishing her A-levels.
“I used to have a BlackBerry. This is my first iPhone. I was attracted by the colour - yoyu’ve got to have gold - and the finger print scanner. I’ll feel like I’m in the FBI. You can tell I’ve been up for 14 hours.”
The two handsets were unveiled for the first time last week.
The 5S device, said to be twice as fast as its predecessor, is available through EE, O2, Three, Carphone Warehouse and Phones4u priced at £549 (16GB), £629 (32GB) and £709 (64GB).
The cheaper 5C - which marks Apple’s first departure from premium phones - has been available for pre-order and is priced at £469 (16GB) and £549 (32GB).