Everyone was abuzz about, playing with and posing next to the iPhone 5 as the first batches of the thinnest, lightest iPhone hit the shops on Friday.
But excitement was not as high as it was for Apple's iPhone 4S launch the last year. Then, the big mobile phone providers threw lavish launch parties, booking restaurants to serve free-flowing champagne and canapes to celebrity guests.
This year, CSL 1O1O and 3 Hong Kong, two major providers offering iPhone packages, opted for in-house promotions.
1O1O's launch of the new phone was held at its flagship store on Wellington Street in Central, with celebrity guests including G.O.D (Goods of Desire) co-founder Douglas Young Chi-chiu, model-turned-entrepreneur Amanda Strang and actor Julian Cheung Chi-lam.
Close by, at the 3 Hong Kong shop on Des Voeux Road, the line-up of socialites and models included Sabrina Ho Chiu-ying, Wyman Wong Wai-man and Qiqi Yam. The celebrity pack got their hands on a handset on the spot, while hard-core fans camped outside the stores in the early hours, but still needed to take part in a lucky draw for a chance to buy a phone.