Heavens to betsy, there's nothing more surreal than the fan-addled opening of a new Apple Store. Glutton for punishment, CNET UK was present for the grand opening of the UK's newest Apple temple, located in the brand new Westfield Stratford shopping centre.
Click through our photos above to be mentally transported through the eye of madness, and into a swirling mass of Apple fan shouting, blue-shirted geniuses and high-fives. It was truly bizarre, and trust us, we know a thing or two about Apple queues.
If you thought the opening of a relatively small Apple Store that's inside a bigger shopping centre would attract less attention than the flagship shops, you'd be mistaken.
By the time we showed up, well before the 10am opening, there was a huge crowd assembled, and a queue that snaked across the new shopping centre's third floor promenade.
As the clock ticked down the moments until the doors opened, the blue-shirted Apple staff emerged, shouting and whooping encouragement and offering high-fives to the assembled crowds. Before long a noisy chant of 'Apple, Apple, Apple' was echoing around the building.
24 hours in the queue
We spoke to Imran, who was first in the queue.
So how long have you been queuing?
I've been queuing for 24 hours now, maybe a little more, since Monday, Monday morning, that's why I've got my sleeping bag right here.
So you were queueing outside the actual shopping centre?
Yeah, so I could be the first in the queue for the whole shopping centre.
Was it cold at night?
It was so cold. I didn't think it would be cold, it was cold. it was so cold.
So why this shop?
Because I recently bought an Apple iPhone 4, and the apps and the interface, I just loved it and I thought, okay I've never tried Apple before and I actually love this phone, and now I'm in love with Apple, so I thought I'd come here [to] get some of the stuff I love!
How do you feel about the cheering?
It's so amazing, I think Apple's got the loudest, alivest atmosphere in this whole store. Everyone's queuing around just to see what's going on.
Does it ever make you a bit nervous?
[laughs] When I first saw them screaming I was like, 'Okay I don't wanna go there now', no only joking. I wish I was Apple staff myself so I could do that.
As the doors finally opened and the masses poured into the shop, the first 1,000 customers were awarded commemorative T-shirts. Apple fans, we will never understand you, but we cannot fault your dedication. Godspeed, you maniacs.
Does this display of feverish Apple fandom have your heart swelling with pride? Or does it make your blood boil? You've come this far, it's time to make your feelings known in the comments, or on our Facebook wall.