Northern Ireland was caught in the grip of "revolutionary" mobile phone fever last night when Apple's iPhone finally made its appearance on the island of Ireland - but exclusively at this moment in the Northern Ireland jurisdiction, writes Gerry Moriarty, Northern Editor
To be more precise, Northern Ireland's response to the much-hyped iPhone was calm and restrained. Taking the activity at Castlecourt shopping complex in the centre of Belfast as a guide, the North is interested - but not that interested.
A queue of 20 people waited outside the O2 shop in the centre for the shutters to open. Security guards were present, as were five or six women in O2 uniforms, handing out bottles of water in case anyone should faint from the excitement. No such fear.
O2, which has the exclusive wireless rights for the Apple iPhone in the UK, came up with the wheeze of launching at 6.02pm. The Carphone Warehouse, just 30m away from the O2 shop, also has the rights to sell the phone. But there were only half a dozen or so in that store at 5.45pm to buy the combined mobile phone, widescreen iPod and internet device.
The saleswoman of the month award therefore goes to Daniele from the Carphone Warehouse, who sauntered over to the O2 queue to say her people were now demonstrating the iPhone, and customers could "buy them at six o'clock, not 6.02. Why wait?".
This provoked a stampede across the centre. Well, no, it didn't. Most of the queuers just keep queuing. And head of the line was Keith Marron (29), a designer from Belfast.
The iPhone costs £269 (€383), plus monthly payments to O2 of £35. Marron actually queued for three hours yesterday - most of the others just toddled along - and said such was the sophistication and wizardry of the phone that it was great value.
He went into considerable, technological detail about its features but conceded: "Yes, it's very much a cool thing to have."
"Wooh-haah," he said, in a reserved sort of fashion, when he emerged with the first iPhone, adding: "Hey, I hope I'm not mugged."
Second in the line was Lesa McCready, from Glengormley in north Belfast. "Don't ask me anything about the iPhone, I know nothing about it," she said.
Well, why are you getting one? "It's for my fiance, Keith [a different Keith]. He really wants one." True love.
Third in the line was Matt Johnston, a 35-year-old self-confessed "computer geek" from Belfast. "A nice bit of kit," he said, after buying the iPhone.
Apple sold its one millionth iPhone just 74 days after it went on sale in the US on June 29th. It may take longer to reach a proportionate sales figure in Ireland. Contacted yesterday, Apple couldn't or wouldn't say when it would be sold in the Republic.
Whatever about the quiet level of interest last night, this is the future, according to Johnston.
"Look, in 10 years' time having an iPhone will be the same as having a watch. You'll look strange if you don't have one."