Soho on a Friday morning is usually an oasis of calm, with media and arty types stumbling towards lattes, cappucinos and wet decaffeinated skinny americanos.
Today however, a queue snaking along the pavement. At 8.45am. Was the European opticians having a black chunky framed glasses sale? Was the executive man-bag shop doing 2 for 1 deals?
No, the queue was for Carphone Warehouse. For the next generation i-Phone launch.
Have to hand it to Apple, it has brand loyalty like few others, and customers who go that extra mile without complaint.
Looking forward to seeing the phone in action.