Tech

People have been queuing outside Apple Stores for days to buy the iPhone X

iphone x queue regents street london thursday
People queuing outside the Regent's Street, London Apple Store on Thursday afternoon. Rob Price/BI
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  • All over the world, people are queueing up hours or days early to get their hands on the new iPhone X.
  • In London, the first man in the queue has been there since Tuesday.
  • There are similar queues everywhere from San Francisco to Singapore.


The iPhone X finally goes on sale on Friday morning — but people have already been queuing up outside Apple Stores for days to be the very first to get their hands on it.

In London and elsewhere in the world, queues of die-hard Apple fans are forming, prepared to camp out for a night or more to buy the eagerly anticipated tenth anniversary Apple smartphone.

Announced in September, the iPhone X is the first major redesign of the iPhone in years — introducing an almost edge-to-edge screen, facial recognition technology, and an increased emphasis on augmented reality. It became available to pre-order on October 27, but sold out within minutes.

There's currently an estimated delivery wait of four-to-five weeks — leaving people determined to get one on day one with little choice but to wait in line for a day or more to get one of the scarce handsets.

iphone x queue regents street london thursday
Would-be customers are bringing chairs, sleeping bags, and other supplies to help them wait.  Rob Price/BI

As of early Thursday afternoon at the flagship Apple Store in London on Regent's Street there were a little over a half a dozen men in the queue.

The first person in line had been there since Tuesday. He told Business Insider he had originally turned up on Sunday night, but saw there was no queue yet, before going home, doing the same on Monday, and finally deciding to wait there properly from Tuesday. Like others in the queue, he was equipped for the long haul, with a camping chair, sleeping bag, clothes, and more.

Another queuer said he he had already managed to pre-order four — one for him, one for his partner, and two to sell to make some cash — and now intended to buy another two. They were for his family abroad, he said, and buying them this way would help avoid additional taxes.

A third man had no interest in buying an iPhone X, but had been asked to queue so his boss could get one. He was going home at 6pm on Thursday night, when another colleague would take his spot for the overnight shift.

There are similar queues at Apple Stores all over the world, including San Francisco, USA and Singapore.

The queues have been encouraged by Apple, which has told customers to "arrive early" if they want a chance to nab themselves an iPhone X on launch day on November 3. It goes on sale at 8am local time at stores around the world.

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Rob Price was a senior correspondent at Business Insider, based in San Francisco. He wrote investigations and long-form features about platforms, people, and power in Silicon Valley.His stories variously led to attorney general investigations, large-scale internal reviews at major tech companies, high-profile personnel departures, citation by state and federal lawmakers, and the closure of a well-funded startup. His 2022 story on the Bitfinex hack is being adapted into a feature film, and in 2024 he received an SPJ NorCal Excellence in Journalism award for his reporting on AI and relationships.Rob's scoops and exclusive stories were cited by The New York Times, Bloomberg, the BBC, Associated Press, Reuters, CNBC, Politico, The Guardian, Axios, and many other national and international publications. His writing has also been published in or syndicated by The Washington Post, The Independent, Vice, Slate, and elsewhere, and he appeared on CNN, the BBC, CBS, Reuters, ABC Australia, and other broadcast media to discuss technology, business, and culture.He worked for Business Insider from 2015 to 2025. Prior to joining the features team, Rob covered Facebook and Silicon Valley, and before that wrote about tech business, policy, and the gig economy in London. Between September and October 2019, he was acting executive editor for Business Insider's UK bureau. He also sat on the board of directors for the San Francisco Press Club, the leading non-profit media advocacy group in the Bay Area, and was a volunteer crew member at the Marine Mammal Center, the world's largest animal hospital for marine mammals. You can contact Rob Price via email at robaeprice@gmail.com, or +1 650-636-6268 (Signal / WhatsApp / Cell). Selected stories:— They spoke out against their employer. Then they were hit with trade secrets suits. The rise of 'shadow stand-ins'App, Lover, Muse: Inside a 47-year-old Minnesota man's three-year relationship with an AI chatbotDeel Speed: The inside story of a $12 billion HR startup's breakneck growthPrivate islands, flying cars, and psychedelic parties: Inside the wild post-Google lives of Larry Page and Sergey Brin'I want your Instagram account': First came the threatening texts, followed by the SWAT teams. Then someone wound up dead.Inside Iconiq: How Mark Zuckerberg's banker built a secret Silicon Valley empire and made billionsGaia was a wildly popular yoga brand. Now it's a publicly traded Netflix rival pushing conspiracy theories while employees fear the CEO is invading their dreamsA drunken late-night assault allegation has roiled the secretive world of Mark Zuckerberg's private family office. Personal aides are speaking out about claims that household staff endured sexual harassment and racism from their colleagues.