They came... they saw a queue... they joined it - and bought the iPhone 5 in their thousands.
Yes, Apple's latest must-have device has launched and the hype, buzz and US-style whooping did not disappoint.
It was, after all, dubbed the "biggest thing to happen to iPhone since iPhone" by Apple themselves.
And so it began just after 8am when the doors of Apple stores UK-wide flung open later followed by those of the mobile phone networks and third-party resellers.
As ever, for Apple's British devotees, London was at the centre of it all with eager fans making the tech pilgrimage to the company's flagship stores in Regent Street and Covent Garden at the crack of dawn.
They joined bleary-eyed counterparts who had queued overnight or for up to a week, and not even shouts of "Get a life!" from passers-by could dampen their spirits as they waited to be the first to get their hands on one.
With pop-up chairs and blankets, they waited patiently before filing in slowly, grasping tightly to their golden - ok white - tickets, while hi-fiving Apple store staff as they passed. Only police sirens could stifle the cheers and joyful screams coming from inside the store and from those waiting for their turn outside.
As security men watched closely for queue jumpers, curious tourists and office workers asked if the hubbub and furore was caused by some A-list celebrity.
"It's nothing, it's just the release of a new iPhone," replied one passing naysayer.
For those at the front of the queue, the excitement was palpable. Treated like stars by the media, they emerged to flashbulbs popping with microphones and recording devices thrust in their face.
Londoner Cam Newton, 18, had queued for a week to be first in order to plug a research company in return for sponsorship - and to buy two 64GB iPhones for friends.
Clad in a black body stocking that covered his face with a T-shirt sporting his cause, he said: "I can't believe I am the first person in the UK to get the iPhone and the amount of media attention is really great.
"I've done it before and I'd do it again. It is always great fun. The moment you go into the Apple store and see everyone cheering makes it all worth it.
"I'm off home now to sleep but I'll have a play with them first before they go to my friends."
Richard Wheatcroft was another who had queued for a cause, standing in line for seven days and 15 hours to gain publicity for a pop-up bakery staffed by "vulnerable women".
Richard, who has just set up a social enterprise called Crowd Fuelled, will use the money raised from the eBay auction of the four iPhone 5s bought by him and colleague George Horne to fund the Hope Boutique Bakery, which will appear at different venues across London in the next six months.
He said: "The bakery will help vulnerable women who have suffered from trafficking, abuse and violence or being homeless.
"They will work alongside a top female baker to train them up and the idea will be they move on and get jobs or train new people coming in. The bakery will become like a school."
He added: "I didn't do it for personal gain. It's for a worthwhile cause and has brought us publicity we wouldn't have got and raised money to start us off."
His actions were in stark contrast to the organised groups of buyers who had obviously been paid to queue up to buy iPhone 5 handsets that will be sold on in the UK or shipped abroad for a profit. They could be brazenly seen handing over their spoils to others in the gang carrying large holdalls.
The new iPhone 5 is the thinnest yet, with the fastest processor and updated camera and iOS 6 software.
Apple had taken more than two million pre-orders with shipping delays now of up to four weeks for those trying to buy one online.
But despite controversy over Apple's new mapping software, those lining up seemed unconcerned, citing their desperation to simply own the iPhone 5 rather than any of its Android rivals.
Technology journalist Adam Hartley said: "From the people I've spoken to in the queue it comes down to the fact that the whole iPhone package appeals to loads of different people.
"Technically it may not be as good as certain Android or Windows phones but it appeals to a lot more customers. In the midst of a recession, if Apple can convince thousands to queue up to buy a £500 phone, they're clearly doing something right."
He added: "It's easy to say their maps aren't as good as Google's and make other criticisms but they still own the smartphone market.
"Everything from the hardware to the App Store is so seamless and easy to use. People just don't get as excited about Apple's rivals. It's not just about the marketing, it's about it being something people actually want because it works so well."