LONDON -- Apple iPhone launch days have become almost a yearly spectacle, and while some die-hards dug out their camping gear this time, the queues at London Apple Stores were quite sedate.
Some people said that the difference between the iPhone 6 and 6S wasn't enough of a jump to merit camping out for days, or that Samsung phones were edging in. Online preorders and pre-booking times to pick up phones at stores took away from the usual circus of Apple devotees, media and promoters.
At the Covent Garden Apple Store -- one of the world's largest -- a few people started camping on Monday, but most everyone else had joined the queue late Thursday night for the Friday morning launch. There was plenty of empty space.
Queue at the Covent Garden Apple Store. Security guard says it seems they were expecting more people. #iphone6sLive pic.twitter.com/EMV5jrK0On— Liza Hearon (@hello_liza) September 25, 2015
But some people pre-booked their time to arrive at the store to pick up their iPhone. The ones who had an 8 a.m. pickup time were able to breeze in at 7:45 a.m. and get their phones almost as fast as the die-hards.
Chris, Kevin and the smallest member of the queue. They reserved a time slot so just showed up for 8! #iphone6sLive pic.twitter.com/3rogMKnx9v— Liza Hearon (@hello_liza) September 25, 2015
At the Regent Street Apple Store, iPhone buyers exited through a group of cheering Apple employees, joined by Angela Ahrendts, the former Burberry CEO who is now senior vice president of retail at Apple.
Just spotted @AngelaAhrendts taking a few selfies with the Apple staff in Regent St store #iphone6sLive pic.twitter.com/yMXFHgxneq— Sam Haysom (@samhaysom) September 25, 2015
Many of the early buyers seemed to be resellers, looking to sell the phone quickly to people in other parts of Europe who want it quick. But of course, there were some true fans around.
Farhad is looking forward to the 3D touch on his new phone #iPhone6sLive (Vine by Liza Hearon) https://t.co/rFkdbev1aZ— Sam Haysom (@samhaysom) September 25, 2015
Mashable reporters in New York said there were smaller lines in the Big Apple this year, too.
Of course, we can't gauge the retail success of the iPhone 6S based on queue numbers alone -- the sales figures from preorders, carriers and store pickups will be needed to tell the whole story.