BBC News reports that over 5,000 Apple fans were waiting at Apple’s new Regent Street retail store in London less than an hour after the store had opened. “Judging by those queuing up for the opening of Europe’s first Apple store in London on Saturday, their customers are not just buyers, they are believers. They do not just prefer to use a Mac, they need the world to know how it has changed their life. The whooping and hollering, high fives from the staff and frenzied countdown to lift-off were all signs of the brand worship that Apple has managed to engender in its followers. Some had waited 25 hours or more in bitterly cold temperatures to be at the front of the queue. By 11 in the morning–one hour after opening–police were estimating 5,000 had turned up.”