People have queued. Ordering websites are being hammered. And network sales phone lines are jammed and pumping out muzak.
It's iPhone 4 Launch Day in the UK.
After weeks of hype the public can eventually get their hands on Apple's latest device.
The London Regent Street flagship Apple store had an estimated 500 people waiting in line as it opened its doors. And queues are reported around the UK at O2, Vodafone and Orange shops with many opening early.
Thousands more iPhone 4s will be delivered to people's homes in a massive logistical excercise by TNT and UPS .
It's known that stocks are low. Some network shops have as little as half a dozen devices for launch. But Apple says it has enough at its stores for pre-orders.
Today is bound to be a sell-out, with more stocks not expected in the UK until mid-July at the earliest. And, of course, just like Henry Ford said, it's only the black version available - the white is having "production challenges". Another lucrative launch for Apple in a few weeks time.
A couple of warnings from customers who've already got their phones: some are reporting yellow lines or spots on the high resolution Retina Display. Apple seem to know about this problem because without hesitation people are being told their phone will be replaced.
More worrying is reported reception problems. Some customers say they're losing signal if they hold both sides of the metal bezel surrounding the edge of the device. Apple was proud of the fact that the bezel also acts as an antenna.
Nevertheless, reviewers are full of praise for the iPhone 4 and are saying it keeps Apple well in the smartphone lead - even though Android was showing signs of catching up.
Probably the fullest praise - and certainly the most lyrical - has come from Stephen Fry in The Guardian.
"An object of rare beauty that leapfrogs the competition", according to him.
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