The newest versions of the iPhone, the 8 and 8 plus, are expected not to attract the traditional queues outside Apple's flagship retail stores when they go on sale in the UK for the first time today.
The latest models are the first smartphones from the technology giant to support wireless battery charging, as well as improved camera and screen specifications.
The two phones also house Apple's new A11 Bionic processor chip, which the tech giant says is the 'most powerful and smartest' ever in a smartphone.
But some consumers appear to be willing to skip this generation of the device in order to wait for the special edition iPhone X, which features Apple's first edge-to-edge screen and facial recognition technology.
It is due to be released on November 3, starting at £999 – making it the most expensive iPhone ever.
Technology expert and founder of news site Pocket-lint Stuart Miles said the iPhone 8 would be a different kind of Apple launch.
'The people that are considered the die-hard fans are more than likely, I suspect, to wait for the iPhone X in November,' he said.
'I still expect the iPhone 8 to do very well, but not to see the usual rush to get it first, as the people that this phone is now aimed at aren't the people who queue up over night.
'That comes in November.'
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