Apple devotees queued outside the firm's flagship store on London's Regent Street to be among the first to get their hands on the new iPhone 6s and 6s Plus.
The latest iPhones went on sale at 8am - and already promises to be a best-seller.
Apple claims demands for the newest versions of its smartphones could surpass the record-breaking sales of iPhone 6 last year.
The new iPhone 6s comes with an improved camera in both the front and rear of the phone, as well as a pressure sensitive screen - where users can press more firmly in order to open new shortcuts - a feature Apple calls 3D Touch.
It also comes with a rose gold finish on the rear casing for the first time.
The technology giant said that pre-orders were "on pace" to match those of the iPhone 6 launch in September last year, when that device went on to sell more than 10 million units in the first three days, and help Apple post world-record profits.
Phil Schiller, Apple's head of worldwide marketing, said: "Customer response to the iPhone 6S and iPhone 6S Plus has been incredibly positive, we can't wait to get our most advanced iPhones ever into customers' hands starting this Friday.
"iOS 9 is also off to an amazing start, on pace to be downloaded by more users than any other software release in Apple's history."
(Sky News)
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