To raise funds for the homeless, London charity Depaul U.K. capitalized on the excitement over the U.K. launch of the iPhone 6 today (Friday). Volunteers from the charity stood in line for over 48 hours at the Apple Store in Oxford Circus, London, and set up an eBay auction to sell its prime spot near the front of the line to the highest bidder. The winning bid of $734 was made by Adam Taranissi and went to the charity to be donated to the homeless. The stunt was devised by Publicis, London.
According to a statement by Depaul, members of the millennial generation, the prime purchasers of Apple products, have become increasingly desensitized to homelessness. The largest donor base for homeless charities in the U.K. is the over-65 group.