Apple's iPhone XS and XS Max went on sale at stores on Friday, and CEO Tim Cook showed up at a Palo Alto store to usher in some of the first shoppers.

Apple's top executive has been known to stop by in honor of the fall iPhone release. The company of its flagship handset earlier this month: the iPhone XS, iPhone XS Max — Apple's biggest and most expensive handset to date — and lower-priced iPhone XR, which doesn't go on sale until next month.

The with a bigger screen and , also goes on sale Friday.

Though the traditionally long queues were missing at some flagship Apple locations, people lined up outside the Apple store in Palo Alto, California, were greeted by applause and CEO Cook.

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At Apple's flagship London store on Regent Street, about 25 people queued up as of around 6 a.m. local time. Some people were queuing up from 7.30 p.m. London time on Thursday.