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High-Tech: O2 sells the iPhone 5 at pop-up shop atop the O2 Arena

To celebrate the launch of the iPhone 5, UK network O2 has set up a pop-up shop on top of the O2 Arena in London, for those who just find queuing outside of a regular shop too boring.

The publicity stunt started this morning as the sixth generation iPhone went on sale across the world, with punters being offered the chance to buy their iPhone 5 in a completely unique and probably terrifying way.

High atop the city of London, O2 set up the “Pop Up at The O2” on top of the O2 Arena in Greenwich. Customers were strapped to safety harnesses as they climbed up to a walkway 52 metres above the ground. Not only did the brave customers get their iPhone 5 nice and early, they also got a 360 degree view of our capital city as the sun rose – they probably also got a bit of a chill up there!

First in line was Helen Squires, who proudly held her phone aloft in triumph. “Being one of the first to get my hands on the new iPhone is one thing, being able to get it from the top of The O2 has been mind-blowing” she said. “I’m no stranger to queuing but I’ve never waited before in a line so high or with such a view. It’s made the experience even more of an adventure.”

Apple’s iPhone 5 launched around the world today, with thousands queuing outside stores overnight to be in with a chance of getting the phone as soon as possible. Outside the Regent Street store in London, the first in the queue arrived last Thursday, and have braved the elements for over a week, sleeping in deck chairs every night.

What do you think of O2’s unique way of selling phones? Let us know your thoughts on our comments below or via our @Gadget_Helpline Twitter page or Official Facebook group.