The iPhone 5 was launched in New Zealand early today to eager customers standing by to be first in.
All Black great Jonah Lomu did the honours at Telecom's Victoria St office at 12.01am.
The latest Apple phone, announced two weeks ago, has been rolling out internationally, with more than five million sales in its first weekend.
As this morning's launch approached, Lomu competed with members of the crowd on a video game modelled after him and DJ-ed a music set on a digitised turntable.
He said he was a bit of gadget geek himself, and his son had had an iPad since he was 1, and now goes to sleep watching movies on it.
Lomu said his family take turns controlling the electronic Lomu on gaming consoles at home. And who wins? "My wife."
He said it would be a late night for him before an early start today for his ongoing dialysis treatment.
Daniel Walsh, who was first in line for the new iPhone 5, having queued for more than 12 hours, joked that Lomu was a better DJ than last year's special guest for the iPhone 4S launch: Dan Carter.