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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.
All telcos, such as StarHub, allowed customers to pre-order and book appointment slots to collect the iPhone 5 so the queue was subdued.