Apple Watch arrives in stores – but gold ones are like gold dust outside London

The biggest company in the world has launched its newest device, but the reception has been muted compared to previous launches - deliberately so

The Apple Watch was made available to order on Friday, with the company's attempt to discourage customers from camping outside Apple Stores proving largely successful.

At 8:01 on Friday morning, London's major Apple stores in Regent Street and Covent Garden had bare pavement outside - a far cry from the bustling scenes greeting the company's last major device launches, the iPhones 6 and 6 Plus.