The iPhone X was finally released to the public today, and the first person in line outside London's Regent Street Apple Store spent two days queuing in the cold outside the London store.
Yesterday, those outside the shop were given wristbands which allowed them an hour away from the line to warm up, grab a bite to eat, do some stretches.
Or, alternatively, you could go to the casino and blow all the cash you'd saved to buy this expensive toy, which is exactly what this man did, meaning all his hours of sleeping and waiting outside in the cold were for absolutely nothing.
Every time Apple release a new iPhone, people seem to go a little bit crazy. And the fervor surrounding the iPhone X - which had its official UK release today - has been crazier than most.
But if you're going to spend a couple of days queuing outside in order to get your hands on one, it would probably be wise to make sure you have the money you need to buy one. Especially when the phone has a retail price of £999 ($1,308) for the 64GB storage model and £1149 ($1,505) for the 256GB version.
What's probably even more galling for the spendthrift is that the second person in line - the one who got his hands on the first phone as a result of his casino actions - was none other than heavily tattooed reality TV star Marco Pierre White Jr.
"I ended up number one in the queue!" the former Big Brother contestant told the Metro. "My friend didn't have enough money so he fucked off back home. He overspent in the casino last night and so I ended up first."
Even more annoying for the anonymous man, Marco - the son of celebrity chef Marco Pierre White - already has an iPhone X.
When questioned as to why he spent all that time waiting in the cold - with a grand in cash in his pocket - when he already has one of the gadgets at home, he simply said: "I want one for me and one for the girlfriend! For me, it's a fashion look."
As for the poor man who lost out - perhaps his next run at the casino will prove more fruitful and he'll be able to get one after all...
Words: Mischa Pearlman