This morning, the new iPad went on sale across the UK. But the heart of any UK Apple launch is the flagship London Apple Store on Regent Street. Around 400 people turned up for the launch, and we got talking to a few as we waited for the doors to open.
Come 8am in the morning, Simon from Devon was feeling run-down. No surprise given he harks from more than 200 miles away and had been there for almost four hours.
TrustedReviews: When did you get here?
Simon: I've waited here for ages, since 4.20am in the morning, I'm absolutely knackered! My teeth need a clean and I could do with a coffee. The queue was really long but I'm so happy now.
TR: So, why a new iPad?
S: I had the first gen iPad but I sold that to my sister so I'm here for the latest one - the retina display really. It's great value, Apple are up there at the moment, up with the best
TR: Did you consider anything else?
S: I have an iPhone 4S and a macbook pro. Didn't really consider anything else, it's got to be Apple.
Justin from California - and no he didn't come to London just for the launch - was a less of devotee.
TrustedReviews: How has the experience been so far?
Justin: Feelin' good, a pretty painless experience. Arrived at 6am and got to the front and now it's 8.30am, so not too bad.
TR: So, why a new iPad?
J: I think it's good value, now it's got the Retina display. I think before that it was a bit questionable, especially as the iPhone 4 was out with the retina display quite a while ago, so for me I couldn't justify buying one at that point.
Justin - a great guy, but not nearly rabid enough
You looked at the Apple iPhone 4 at the time and then the iPad at the time and the screen was so much better on my iPhone I just thought, "I really don't want one until they come out with a good screen."
TR: Fair enough, a down-to-earth approach. But how much of an Apple devotee are you?
J: I've got an iPhone 4S, an apple 28in iMac, I've got an Apple TV, a time capsule...I'm a real admirer but not a fanatic.
A two-hour queuer and a two-hour queuer - Justin and Simon seemed a little bit too sensible to us. So we tried to find someone who had been around for a lot longer. And stumbled upon Andrew, a student from London.
TrustedReviews: How long have you been here?
Andrew: I've only been queuing for 24 hours! (Ed - only?) I think I've got the best deal out of this…
TR: That's some dedication. How has it been?
A: It was extremely cold, we got laughed at a lot! But loadsa people were really supportive, Starbucks gave us some free coffee this morning too.
TR: What do you think of the new iPad?
A: (I'm) very happy! The retina display looks incredible. We were having a play with it this morning, as someone came out with a demo version, and it's brilliant, especially with HD video.
We have a winner - Andrew has real Apple dedication
TR: Did you consider another type of tablet?
A: I considered getting other tablets for Windows 8, when it comes out, but I think at the moment the iPad is best in show. Firstly, the OS - the fact that the applications are designed for it and they have the form factor and then the actual hardware is very well made and polished. It's well thought out.
TR: How many other Apple devices do you have?
A: Just a few... My Macbook pro, an iPhone 4S, again I queued up here for it. All the older gen devices, all the old iPods over the years, the 2nd gen iPad, the iPhone 4, the iPhone 3GS - quite a lot in total, maybe 10 plus?
Andrew's idea of "just a few" devices varies a bit from our own, but we wish him all the best with his new tablet.