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Just around 8 a.m., the queue at EpiCentre snaked across three shopfronts in double rows, with most customers being students and teenagers.
Customers entered in batches to collect their iPhone 5 at EpiCentre's 313@Somerset branch, amid an atmosphere that somewhat lacked buzz.
The reseller said stocks were sold out across its chain within two hours.
At its Orchard Road Paragon branch, mobile operator M1 split its queue into different sections. Customers were given orange bags to put their new iPhone 5.
There was also a lion dance at 8 a.m. to celebrate the launch of the new Apple device.