The globally awaited Apple iPhone 5 launched at 8am in Australia, with the vendor's George St store in Sydney attracting customer and media mayhem.
The customer line, which commenced at the store's doors, extended around the corner of King St, and then left to York St for another 100-metre stretch.
Nearby Telstra and Optus retail stores had their own queues. Telstra even hired a DJ who played for much of the morning (even before sunrise), and its own official countdown timer.
In terms of features, there was a common consensus: the form factor, 4G capability, A6 chip, and camera.
While most were celebrating the launch, a group of six independent protesters were present as part of a 'Give Up For Good' initiative.
With the launch in Australia now done, the spotlight moves to Japan. A queue of several hundred people are already waiting for the 8am start of sales there. The biggest launch event in Japan is expected to take place outside the flagship store of carrier Softbank Mobile in Tokyo's Ginza district. There, Softbank CEO Masayoshi Son is expected to attend and hand an iPhone 5 to his first Japanese customer.
The phone will also go on sale in Hong Kong and Singapore before the launch shifts to Europe. The UK, France and Germany will see the iPhone 5 go on sale today with launches in the US and Canada rounding off the first day of sales.
Next week the phone will go on sale in an additional 22 countries.
(Additional reporting by Jeremy Kirk, IDG News Service)