Hundreds of Apple fans have queued overnight to get their hands on the latest iPhone.
Tech lovers queued around the block outside Apple's Buchanan Street store in Glasgow ahead of the launch today, with some waiting in line for 23 hours.
Apple claims demand for its new iPhone 6s and 6s Plus could surpass the record-breaking sales of iPhone 6 last year.
Marius Ostachi, 17, a student at Shawlands Academy who waited for 23 hours in the queue to get his hands on the new gadget, said: "I've waited since Thursday morning for the new iPhone and I'm still really excited for it.
"I want to see what new apps and technology it brings. I feel like I'm famous just for getting a new phone.
"But now that I've got it, I think it might be a few hours before I start playing with it because I need to get a lot of sleep.
"I had to bring all the clothes I own with me just to try and keep warm over night."
Matthew Casey, 21, a software engineer from Glasgow, waited since 6.30am for his reserved phone.
He said: "They gave me a lap of honour around the store just for being the first. It was non-stop noise for that time.
"I wish that would happen every time that I gave someone £900 or even when I go to the shops and buy some bananas - I'd like to be applauded for everything I buy.
"I feel bad because some people have been waiting here for hours and I've just swooped in at the last minute.
"I've always known about the cult of Apple but I'd never been a part of it before. Now it seems that I'm the leader of the cult in Scotland. It's all very exciting.
"Last year, I didn't reserve and had to queue from 5.15am and had to queue for a lot more hours."
The new iPhone 6s, which was unveiled earlier this month, has much the same design, but 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.
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.
The new phone also comes with a rose gold finish on the rear casing for the first time.
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."
Queues had already started to form outside the Apple retail store in Regent Street, London, on Thursday as technology fans looked to be one of the first to get their hands on the new phone, which starts at £539.
The launch, which was starting at 8am, marks the beginning of busy autumn for the technology giant, who also announced a new, larger iPad earlier this month, which is set to be released in November.
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