Apple Celebrates iPhone X Launch Day as Sales and Deliveries Begin Around the World

Apple today celebrated the launch of the new iPhone X by sharing some images of customers around the world buying and trying out the smartphone for the first time.

iphonex launch georgestreet sydney entrance purchase 20171102

George Street, Sydney

Apple Stores globally open at 8:00 a.m. local time to allow customers to pick up their reserved devices and make walk-in purchases, and Apple posted pictures of customers at Apple Stores in Dubai, Shanghai, Singapore, Tokyo, and Sydney.

Years in the making, the iPhone X (pronounced "iPhone 10"), is Apple's latest and most advanced flagship device to date, featuring a 5.8-inch OLED display, Face ID facial recognition, wireless inductive charging, and a faster A11 Bionic processor.

fifth avenue

Apple Store, Fifth Avenue, New York (Image: @jonfortt)

Initial demand for the smartphone appears to be strong, with long lines forming outside Apple Stores around Europe, Asia, and Australasia, following advice from the tech giant that people get to stores early if they want to be in with a chance of purchasing the smartphone on launch day.

iphonex launch tokyo customer selfiestick 20171102

Apple Store, Tokyo

Large queues have been seen in Singapore, Madrid, Amsterdam, Belfast, Edinburgh, and Liverpool. Outside the Apple Store in Regent Street, London, a line of several hundred people snaked right around the corner. Stores are just now beginning to open in the U.S., where queues were sighted across the country overnight and have been growing ever since.

iphonex launch shanghai customer selfie camera 20171102

Apple Store, Shanghai

The only exception seems to be in Belgium and France, where due to anti-terrorism restrictions, Apple is not selling the iPhone X to customers there without a pre-order or pickup reservation.

Meanwhile, customers in New Zealand and Australia were first to receive their shipped iPhone X pre-orders today thanks to time zone differences, and now customers across Asia and Europe have been following in kind.

iphone x

Pre-order delivery in the U.K. (Image: MacRumors reader Stormchasejg)

In the United States, the first iPhone X deliveries will take place on the east coast starting at 8:00 a.m. iPhone X pricing starts at $999 for the 64GB model, with the 256GB model priced at $1,149.

Stay tuned to MacRumors for more coverage of the iPhone X launch throughout the day.

Related Forum: iPhone

Popular Stories

AirPods Pro 3 Mock Feature

AirPods Pro 3 Just Months Away – Here's What We Know

Friday April 18, 2025 5:16 am PDT by
Despite being more than two years old, Apple's AirPods Pro 2 still dominate the premium wireless‑earbud space, thanks to a potent mix of top‑tier audio, class‑leading noise cancellation, and Apple's habit of delivering major new features through software updates. With AirPods Pro 3 widely expected to arrive in 2025, prospective buyers now face a familiar dilemma: snap up the proven...
iphone 17 air dummy unbox therapy

iPhone 17 Air's Extreme Thinness Demoed in New Video

Tuesday April 22, 2025 10:22 am PDT by
Apple plans to release an all-new super thin iPhone this year, debuting it alongside the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max. We've seen pictures of dummy models, cases, and renders with the design, but Lewis Hilsenteger of Unbox Therapy today showed off newer dummy models that give us a better idea of just how thin the "iPhone 17 Air" will be. The iPhone 17 Air is expected to be ...
iphone 17 dummies sonny dickson

iPhone 17 Air Almost as Thin as Its Buttons, New Images Show

Thursday April 24, 2025 2:14 am PDT by
If you missed the video showing dummy models of Apple's all-new super thin iPhone 17 Air that's expected later this year, Sonny Dickson this morning shared some further images of the device in close alignment with the other dummy models in the iPhone 17 lineup, indicating just how thin it is likely to be in comparison. The iPhone 17 Air is expected to be around 5.5mm thick – with a thicker ...
ipad air windows 11 arm

M2 iPad Air Runs Windows 11 ARM via Emulation, Thanks to EU Rules

Tuesday April 22, 2025 5:01 am PDT by
A developer has demonstrated Windows 11 ARM running on an M2 iPad Air using emulation, which has become much easier since the EU's Digital Markets Act (DMA) regulations came into effect. As spotted by Windows Latest, NTDev shared an instance of the emulation on social media and posted a video on YouTube (embedded below) demonstrating it in action. The achievement relies on new EU regulatory...
iphone 16 pro models 1

17 Reasons to Wait for the iPhone 17

Thursday April 17, 2025 4:12 am PDT by
Apple's iPhone development roadmap runs several years into the future and the company is continually working with suppliers on several successive iPhone models simultaneously, which is why we often get rumored features months ahead of launch. The iPhone 17 series is no different, and we already have a good idea of what to expect from Apple's 2025 smartphone lineup. If you skipped the iPhone...
iOS 18

iOS 18.5 Includes Only a Few Changes So Far

Monday April 21, 2025 11:00 am PDT by
Apple seeded the third beta of iOS 18.5 to developers today, and so far the software update includes only a few minor changes. The changes are in the Mail and Settings apps. In the Mail app, you can now easily turn off contact photos directly within the app, by tapping on the circle with three dots in the top-right corner. In the Settings app, AppleCare+ coverage information is more...
iPhone 17 Pro Blue Feature Tighter Crop

iPhone 17 Pro Launching Later This Year With These 13 New Features

Wednesday April 23, 2025 8:31 am PDT by
While the iPhone 17 Pro and iPhone 17 Pro Max are not expected to launch until September, there are already plenty of rumors about the devices. Below, we recap key changes rumored for the iPhone 17 Pro models as of April 2025: Aluminum frame: iPhone 17 Pro models are rumored to have an aluminum frame, whereas the iPhone 15 Pro and iPhone 16 Pro models have a titanium frame, and the iPhone ...

Top Rated Comments

5105973 Avatar
98 months ago
Not picking on you, but why congratulate someone for choosing to buy something? I see this a lot with regards to the iPhone. I don't hear people congratulating someone when they buy a new refrigerator or a TV. New toaster? Congratulations!! People somehow relate new iPhone owners with lottery winners or those couples having a baby or getting married, graduating college or some other positive life changing event. Is choosing to spend >$1000 on the iPhone worthy of congratulations? ;)
I’m congratulating him on successfully acquiring something he was looking forward to having that can be hard to get on launch day. And I do congratulate friends and family when they get new toasters and TVs. I grew up on the cusp of poor in a poor neighborhood where families even worse off than mine had very little. My mom came up from ragged poverty that was so bad her younger brothers almost went blind from malnutrition during a period spent as war refugees and their stories made a huge impression on me, growing up. So there is in my psyche an innate sense of gratitude and celebration for anything that goes even remotely well, even if it’s for someone else. Heck, especially for someone else. When you’re happy for someone else, it lifts up your own spirit up twofold, I think.

So whenever someone gets something nice, especially when the circumstances are unexpected but welcome, we celebrate. I tend to celebrate anything good, positive, fun. I’m NOT getting an iPhone X for myself today. My husband is, it’s his birthday present. I’m happy for him, too.

Yes this is a celebration of material gain, but we celebrate spiritual things in my family, too. When I depart this earth someday, I hope one thing I leave behind for people to remember me by is that I lived my life in gratitude and appreciation for every blessing, and even every lesson.
Score: 26 Votes (Like | Disagree)
Trusteft Avatar
98 months ago
Anyone else find this whole thing hilarious?
Score: 24 Votes (Like | Disagree)
_Refurbished_ Avatar
98 months ago
LOL at the shot of the guys buying two each. They’re just happy to sell those bad boys.



Update: Image updated to include their true colors
Score: 20 Votes (Like | Disagree)
djcerla Avatar
98 months ago
I also celebrated when I found out my iPhone X perfectly unlocks with FaceID in full, bright daylight. Perfectly.
Score: 16 Votes (Like | Disagree)
WWPD Avatar
98 months ago
I just can't get on the tablet/phone train. I have an iPhone, provided by work, and it has maybe 10 apps loaded. I read on my iPad by borrowing books from the library. It serves no other function.

I don't foresee ever buying another iPad and a flip phone is all I need for text/calls.
Score: 10 Votes (Like | Disagree)
ugahairydawgs Avatar
98 months ago
So from Apple's link (https://www.apple.com/newsroom/2017/11/iphone-x-arriving-in-stores-around-the-world/) I saw this picture.



Did they Photoshop out the notch?
Score: 10 Votes (Like | Disagree)