Apple's new iPhone 15 went on sale in Thailand today sparking a frenzy among shoppers, who flocked to the tech giant's flagship store in the capital Bangkok.

Footage shows desperate fans counting down to the opening of the building at the Central World shopping mall. They then rushed inside to buy the latest gadget, which is a slight upgrade on the earlier model released in September last year.

Bagging the current iPhone on its first day of release has become an annual ritual around the world, with consumers in emerging economies even joining the act.

However, investors have been less enthusiastic about Apple's latest release, which is just a gram lighter than the iPhone 14 and has similar features.

Combined with growing pressure from the Chinese market and reported bans on using Apple handsets, the California firm's share price has sagged.

While CEO Tim Cook has also been slammed over 'woke' initiatives, such as a bizarre 'Mother Nature' commercial pushing a carbon-neutral plan.

Activist investor Vivek Ramaswamy, the founder of Strive Asset Management, demanded that Apple prioritise profits and avoid political leanings that could tarnish its brand.