Shropshire fans get their hands on the new iPhone 5S

But there was no repeat of the scenes in London where hundreds streamed through the doors of Apple's flagship Regent Street store to buy the device.

Some had been queuing in the capital since Monday afternoon to buy Apple's latest model, the futuristic 5S handset, which is equipped with a fingerprint scanner.

Among the first in Shropshire to get the phone was Kerry Owen, 28, of Aqueduct, who bought hers from the Phones4U store in Telford Shopping Centre.

She said: "I got here at 7am. I have always had the latest iPhone. I went to EE but I was very disappointed that they didn't have the 32gb so I came to Phones4U and luckily they had one. I can't wait to get it home and start playing with it."

Nic Crosland, assistant manager of the 3 shop in Shrewsbury, said they sold their first three handsets by 7.15am.

He said: "We are expecting a busy day. We had out first three customers at 7.15, last year it was sort of the same."

At Phones 4U in Telford Shopping Centre, business was brisk, although there were no long queues like those experienced earlier this week when the computer game Grand Theft Auto 5 went on sale.

Sarah Slomska, sales consultant at Phones4U, said: "It's always manic when a new iPhone comes out. People always want the latest phones.

"We've got a steady stream of people coming in today and we expect the weekend will be even busier."

Hannah Taylor, assistant manager at the nearby EE store, added: "It was nice to see a queue outside our door. People are quite excited about it.

"It's like this every time Apple launch a new phone. It's culture now. There are avid Apple people who will only go to Apple," she added.

Ben Greatholder, who works in Telford, got his hands on a phone by 9am after arriving early at the EE store.

"I have been holding off upgrading for a few months waiting for this one to come out," he said.

"I am into the whole Apple thing. They are easy to use.

"They do what they say and the support is there if you need it.

"I've got to go to work now but I am looking forward to using it."

And Stephen Forster, of Malinslee, added: "I got here about 8.10am. I am an Apple man, so of course I was really excited about the new handset.

"They are like a fashion accessory now.

"I have come over from O2 because they didn't have the 5S so I was like see you later."

The 5S device, said to be twice as fast as its predecessor, is available through EE, O2, Three, Carphone Warehouse and Phones4u.

The device, which also comes in silver and "space" grey, is expected to fly off the shelves, but it is unclear whether the 5C model will have the same reception.

The cheaper 5C comes in five colours – pink, blue, yellow, green, and white – and it has been released at a time when Apple is facing stiffer competition from its rivals than ever before.

The arrival marked the end of a five-day wait for the most enthusiast Apple fans, who had camped out outside a store in London's Regent Street since Monday.

Noah Green, 17, was the first in the queue this morning, having only left his vigil to shower at a nearby gym since setting up camp.

Emerging from the store 20 minutes after the doors opened to rapturous applause, Noah, clutching a limited edition gold device, said: "It's the best feeling in the world.

"I'm the first in the United Kingdom and I have the best phone."