That was unbelievable. I've never experienced anything like the atmosphere inside Apple's flagship Regent Street store at about 6.05pm. The staff were going absolutely mental, chanting 'iPhone, iPhone.' And now I'm knackered, sat in Starbucks and waiting to go to the pub.

But I'm not exhausted from the last hour I've been sat here writing and uploading photos. Nope, I'm exhausted from the 20 minutes myself and Anna Lagerkvist spent in the store. 20 exhausting minutes where members of the photographers were trampling each other trying to get shots and cameramen were stumbling everywhere. It was so crazy. I have a couple of videos which I've whacked on YouTube. You can also experience the iPhone moment through these pictures and our tale of the launch.