Apple's iPhone goes on sale to hungry mobile phone purchasers at 6pm today, but from Thursday queues were forming outside London's Apple store on Regent Street.

It was a cold night in the capital, but fortunately for these Apple fans, a customer services representative at the store said that they are unlikely to be disappointed.

Although interest is set to be high the store has "enough" devices on sale to meet the demand according to the spokesman, who was unable to provide any numbers relating to the store's allocation of units. However, he did say that people were limited to buying two devices, and the shop did not expect to sell out.

Business users will be able to buy more than the "two per customer" allocation, if they call the store's business department on 02071539000, he added