Yesterday Apple released the iPad 2, the next generation of its device for browsing the web, reading and sending emails, enjoying photos, watching videos, listening to music, playing games, reading ebooks and more.
Whooping, clapping and cheering by the mass of blue t-shirt wearing staff inside greeted the first customer through the door at 17:00.
Starting outside the store the queue stretched the entire length of Hanover Street, then as far as the eye could see down St. George Street.
Those nearer to the front of the queue have been in place since the day before.
Does Apple turn human beings into maniacs?
Being a huge Apple fan myself, I understand that being one of the lucky iPad 2 owners must be magical. But why do people have to be first holding the new device in their arms?
Does it make a difference to wait a few days and then just go into a shop and get one? Isn't it so much easier?
I talked to a guy waiting in the queue: "It is not about being first. It is about being here, enjoying a fantastic, sunny day with friends - doesn't it look more like a festival to you too?"
Well, I must admit, it was a great day and the atmosphere was incredible. Is Apple the new culture?