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When Apple releases a new iPhone these days the excitement isn't just for a new product. Like the Harry Potter books, the release is an event in its own right.
It's also shifty business for some, as people in Singapore were found to be reselling their new iPhone X devices outside to the highest bidder just minutes after they bought them.
The prices some floggers sought for the 256GB iPhone X jumped from the original retail price of SI$1,387 (£780) to SI$1,763 (£991) - a mark-up of over 20 percent.
According to Mashable, people had been queueing at the Apple store in Singapore from Thursday, with hundreds of people camping out overnight.
As soon as the doors to the store opened at 8am on Friday, Singaporean time, the street was full of resellers looking to pull a fast one.
Most of the resellers that Mashable spoke to were Singaporean, with one saying that he was looking to export his iPhone X overseas.
The reason he said he was doing this was because people would be willing to pay even more for their iPhone X, allowing him to sell it at an even higher price.
The resale market is larger in countries like Thailand and Vietnam where the iPhone X will not be released until 2018.
The 256GB iPhone X is now retailing for a maximum price of £1,149 (US$1,501) in the UK.
Thankfully, some wise buyers baulked at the asking price of the technology touts and opted to join the walk-in queue instead.
Some people outside the Apple store planned to sell their iPhone X in a classier way, with one man flying in especially from Vietnam to buy two iPhones.
The businessman said that while he planned to keep one of the phones, he planned to auction off the other in his home country, donating some of the profits to charity.
And then there were the most wholesome people of the lot, like a student from Thailand who was just excited to get hold of the new device.
Twenty-two-year-old Supakorn Rieksiri turned up to collect two iPhones he had pre-ordered online, one for himself and one for his mum.
"The first thing I'm gonna do when I get the iPhone X is unlock it with my Face ID," he said, adding that he planned to unbox the phones with her when he got home. Talk about a walk on the wild side.
Anyway, if that isn't enough to restore your faith in humanity, I don't know what is.
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