One of the first people in the world to get his hands on the new iPhone swiftly had his heart in his mouth… when he dropped it on the floor.
The man, who was identified by local media as Jack Cooksey, was at the front of the queue in Perth, Australia, to pick up an iPhone 6, which is priced at over £500 in the UK.
Television cameras focused in on him as he excitedly opened the box, but his happiness soon turned to panic as it crashed onto the floor.
The crowd around him groaned as he bent down to pick it up and check there were no cracks.
"All good," he said laughing.
Customers wait for their iPhones in the German capital, Berlin He told Perth Now: "I dropped it in a panic to get it open.
"Luckily it's covered in plastic, so it's fine."
Apple fans in Australia were among the first to be able to buy an iPhone 6 or iPhone 6 Plus due to the time difference.
People in the UK and US can also buy the new models from Friday.
Hundreds of people queued outside the Apple store in Covent Garden and took part in a 10-second countdown before the doors opened at 8am.
The new models offer bigger screen sizes Cheering fans were escorted into the shop by staff.
One of the first people to get his hands on the new iPhone in the UK said he felt "on top of the world" - and he wanted to celebrate by taking a selfie.
Jameel Ahmed, 26, and his friend Sam Sheikh, 27, originally from India and now living in London, were the first two fans through the doors.
Walking out of the shop, Mr Ahmed said he was "really excited", and added: "I'd like to open it and take my selfie."
The new iPhones are now on sale in 10 countries Some eager fans began queuing outside the Apple store in Regent Street on Monday, with around 30 people setting up tents, tables and chairs.
The iPhone 6 offers a 4.7in screen, while the 6 Plus boasts the biggest screen Apple has ever produced for a smartphone - 5.5in.
Network operator EE has said it will ensure customers who pre-ordered the phones through Phones 4u, which went into administration last week, would still be able to buy them in its stores.
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