The Samsung Galaxy S5 has been launched around the world - though few fans appear to have queued up overnight to get the new device.
But interest is expected to be high throughout the day, with many retailers offering big discounts and promotions to grab upgraders. Carphone Warhouse said in a news release that "twice as many" pre-orders for the S5 had been received compared to the S4.
At each of the nine new Samsung 'Experience' stores which opened in the UK this week customers were able to collect their devices from midnight, with a champagne reception and a personalised set-up.
The S5 is the latest flagship smartphone from the South Korean tech giant. The Galaxy S2/3/4 have been among the best selling smartphones over the last few years.
Announced at MWC in Barcelona, the new smartphone is packed with features, including a heartrate monitor and a fingerprint sensor.
It also has improved processors and a better camera, a slightly redesigned look and a marginally bigger screen.
The phone has been well received so far, with reviewers saying it is a refined, if not revolutionary improvement on last year's model.
The phone also launches alongside Samsung's new Gear 2 smartwatch and Gear Fit curved fitness band.
We have a round-up of some of the best S5 deals here, and you can see all of our S5 coverage at our hub page.
Simon Stanford, VP of IT & mobile division, Samsung Electronics UK & Ireland said:
“The response to the Galaxy S5 and our new wearables line since Mobile World Congress has been phenomenal and we’re delighted our customers across the UK are now able to get their hands on them and try them out for themselves. Designed with a number of innovative and essential features for day-to-day use, we can’t wait to hear what our customers think.”