Apple will launch the iPhone in the UK at 6.02pm tomorrow night - and a queue is already forming outside its doors on Regent Street.
It's not the longest queue - yet, but two people have arrived outside the store equipped with warm weather clothing, folding chairs and grim, dogged determination to be among the first people in the UK to get hold of an iPhone.
The move replicates the US experience, where the first queues began to form outside Apple and AT&T shops the day before the product launched. Hundreds had joined these queues by the time the iPhone went on sale.
It's a positive moment for the company. The UK mobile market is considerably more advanced than that in the US - mobile industry professionals claim that the UK is the most active mobile market in the world, beyond the Far East.
What's on test for Apple in the days to come is whether the much-reported lack of 3G support and the relatively high cost of its mobile device will act as signal market inhibitors, or whether iPhone's many unique features will be sufficient for the device to garner significant market traction.