Customers react after purchasing Apple's new iPhone 5 smartphone at the Softbank mobile phone shop in Tokyo. AFP/Yoshikazu Tsuno
A customer wearing a mask of late Apple founder Steve Jobs lines up to purchase Apple's new iPhone 5 smartphone at the Softbank mobile phone ...
A customer is greeted by Apple employees as she enters the Hong Kong Apple store to get an iPhone 5. Apple's iPhone 5 hit stores ...
People wait in line to buy Apple Inc's iPhone 5 outside of an Apple store on Michigan avenue in Chicago. AP/Nam Y Huh
People wait in line to buy Apple Inc's iPhone 5 as an Apple fan shows his iPad outside Apple Store in Tokyo's Ginza district. Reuters/Yuriko ...
People look at their mobile phones as they queue outside an Apple store and wait to buy an iPhone 5, in central Sydney. Reuters/Tim Wimborne
Staff at an Apple store hold a meeting before they open their doors on the day the iPhone 5 went on sale to the public, ...
A woman wearing a sleeping bag waits outside an Apple Store as she waits to purchase Apple Inc's iPhone 5 in Tokyo. Reuters/Yuriko Nakao
An iPhone fan waits outside an Apple Store to purchase Apple Inc's iPhone 5 in Tokyo's Ginza district. Reuters/Yuriko Nakao
Customers gather outside an Apple store before the release of iPhone 5 in Hong Kong. Reuters/Bobby Yip
Apple's iPhone 5 hit stores in a festive global rollout Friday, with long queues of devotees undeterred by a lukewarm welcome from experts for the smartphone and complaints about its new mapping system.
The lines of eager fans outside retail stores looked set to make the latest generation iPhone another commercial smash for the trend-setting US company, coming after Apple said it had received more than two million orders online.
Australians were the first to get their hands on the device. In Sydney the faithful filmed the experience on their iPhones and iPads as staff inside clapped and cheered when the doors opened at 8:00 am (2200 GMT Thursday).
But the event was also hijacked by companies looking for free publicity, with the first dozen or so in the queue wearing promotional T-shirts and caps or carrying advertising materials.
Apple co-founder Steve Wozniak lines up to buy iPhone 5
"Seven of us are here from our company, since midday Tuesday," said Todd Foot, 24, who was first in the line and works for an organisation that reviews mobile phones.
"We've actually had telephone hook-ups with the first in the lines in New York and London. It's been a bit crazy."
Compared to the iPhone 4S, Apple's new smartphone boasts a bigger display, stronger battery and faster connection to the latest 4G networks. It is lighter and slimmer, and contains tweaks designed to improve the user's experience.
iPhone 5: The handsomest phone you can buy
But many analysts say Apple has fallen short as other companies such as Samsung improve rival offerings powered by Google's Android operating system.
"Unless Apple ups its device innovation game, we may be seeing Apple's iOS empire approaching its zenith," Tony Costa of Forrester Research said.
However, enthusiasm among early-bird shoppers was undimmed as iPhone 5 sales began too in Japan, Hong Kong and Singapore. Later Friday, sales will start in France, Germany, Britain, the United States and Canada.
iPhone 5: Apple still draws crowds in Asia
Ryoho Yamashita, a 23-year-old student, had queued since midnight at a Softbank store in Tokyo and said there had been a celebratory atmosphere among those waiting.
"It's like a festival that I enjoy every year," he said, holding his new purchase as he acclaimed the smartphone's light weight and speed of connection.
In Hong Kong, grey marketeers pounced on anyone who emerged from the city's official Apple store, offering a premium for their phone in the hope of re-selling it for even more given shortages in the retail market.
"I paid about HK$8,000 ($1,030) for the iPhone just now. We'll sell it for around HK$9,000 to HK$10,000," said Suen, a reseller who refused to give his full name. The normal retail price starts at HK$5,588 in the Apple store.
In Singapore, staff at an Apple reseller were turning people away, having run out of phones within hours of opening.
Apple Store employees to go on strike ahead of iPhone launch
In Tokyo, engineer Masaru Mitsuya, 30, shrugged off some shortcomings with the new iPhone's built-in iOS 6 operating system that have attracted heavy criticism online.
"On the whole the new product is better," he said. "But I know the mapping function is not great. A station suddenly appears in the sea or Korean characters appear. But I'll survive by downloading Google-made software."
Grey market thrives outside Hong Kong Apple store
Apple faces growing criticism from users around the world after it ditched a maps application made by its rival Google in favour of a native app that is reportedly riddled with errors.
A day after the new iOS 6 system was released, users from countries including the United States, Britain, China, France and Japan protested that the new maps misplace some landmarks and leave others off altogether.
The global launch could also be affected by a call from unions for staff at Apple's 13 stores in France to go on strike Friday over a pay dispute.
Apple, whose shares soared past US$700 in anticipation of the launch, says the iPhone 5 will be available in 100 countries by year's end.
Some analysts have tipped Apple to sell 10 million units globally in the opening days and 50 million before the end of 2012, giving a small but welcome boost to the US economy.