The iPhone 7 is available to buy today. But if you're thinking of heading to the Apple Store Covent Garden, be warned: it won't have any stock due to supply shortages.
And the Regent Street store is closed for refurbishment. So you'll have to find another stockist. Or better yet, order online.
Some models have already sold out. Apple announced on Thursday that the iPhone 7 Plus isn't available to anyone walking in off the street, nor is any iPhone in the new jet black colour scheme.
The new iPhones were announced last week. They boast brighter screens, new colour schemes, better cameras and faster processors.
However, neither has a headphone socket, so if you want to listen to music, you'll need to use a Lightning port-equipped pair of headphones, a wireless pair, or a standard pair with the adapter Apple bundles in the box.
It's good that Apple includes a headphone adapter. But it'll be a pain to carry it with you at all times.
Apple has confirmed it will not announce sales figures for these iPhones, claiming that they reflect supply rather than demand.
It's nothing to do with the fact that sales are falling, of course.
We've picked out some of the best iPhone 7 deals here: iPhone 7 best deals round-up.