It has begun.
Londonist went past the new Apple Store on Regent Street at around 8 this morning and saw the genesis of what is bound to be a very, very long queue.
We didn't have chance to take an exact count but we saw maybe four or five people huddled around the doorway, some clutching steaming cups of coffee, others wrapped in blankets and sleeping bags.
So what exactly are they queueing for? Well, they're guaranteed one of the exclusive free tee shirts at least. But if that doesn't seem worth losing a toe or two to frostbite for there's always the 'lucky bags', packed with £750 worth of Apple goodies on sale for just under £250.
We will try and get some photographs of the 'brave few' by the end of the day, but in the meantime you can take a look at some of the reports from the press 'sneak preview' which happened yesterday evening.