Hundreds of people gathered at Apple's flagship store in London to be among the first to buy an iPad.
Like many others, the Apple store opened at 0800 BST so eager shoppers could buy one.
The gadget went on sale in the UK, Europe, Japan and Australia, following delays caused by high demand in the US.
There are warnings that some customers who pre-ordered the device by post to get it on the launch date may be disappointed due to delivery delays.
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