iphone x apple launch day london regent streetThe iPhone X: It's really popular.Rob Price/BI
The iPhone X is on sale now — and people have lined up for days to be the first to get their hands on it.
At Apple Stores from Singapore to San Francisco, long lines have snaked around city blocks as die-hard Apple fans waited to be the earliest owners of the new Apple smartphone. The bizarre consumerist ritual has become synonymous with Apple's mega-hyped, carefully stage-managed product launches.
Announced in September, the iPhone X is the first major redesign of the iPhone in years, with an almost edge-to-edge screen, facial-recognition technology, and an increased emphasis on augmented reality. It became available to preorder last Friday but sold out within minutes — prompting some Apple customers to line up for days to try to get one in person.
Business Insider visited Apple's UK flagship store on London's Regent Street to check out the surreal spectacle for ourselves. Keep reading to see the photos from London and elsewhere in the world ...

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