People are already forming orderly queues to get their hands on Apple's new iPhone 6s.
With tents, ponchos, cushions and a book to keep them occupied, several eager beavers have already pitched a spot outside London's Apple Shops at Regent Street and Covent Garden.
The new iPhone 6s and 6s plus hits stores on Friday at 8am and Apple has already said it expects sales of the new smartphone to be a record-breaker, surpassing last year's first weekend iPhone 6 sales of 10m.
The phone is already the second most popular in the UK, new figures reveal, and Apple has encouraged would-be buyers who have not pre-ordered and want to get it in store first thing to arrive early.
In the UK, the 6s will be available on EE, O2, Three, Virgin, Vodafone and other networks.
For the iPhone 6s, prices start from £539 for the 16GB model, £619 for the 64GB model and £699 for the 128GB model. For the larger iPhone 6s Plus, prices start at £619 for the 16GB model, £699 for the 64GB model and £789 for the 128GB model.
Savvy shoppers could have avoided the queuing (along with the rain) by ordering online for pick up in store tomorrow. However, it's not just folk in London who are willing to brave the cold to get their hands on the latest device. Down under, one man at the front of the Sydney Apple Store queue has already been there 17 days while another forward thinking woman has a robot saving her spot.