The international media have descended on St Mary's Hospital, along with dozens of fans of the Duke and Duchess of Cambridge.
Royal baby fever has well and truly hit. Dozens of fans have camped outside the hospital where Kate Middleton is reportedly due to give birth, St. Mary's Hospital in Paddington, while hordes of international media are permanently parked at the facility.
While the Duchess of Cambridge is already past her due date, baby-watchers are eagerly awaiting the arrival of a little prince or princess. And businesses are capitalising on the impending birth with the launch of a new Royal Baby App, which will allow users to know the moment the birth is announced.
The royal baby app has been created by Future, the international media group and digital publisher, and is available for the iPad, iPhone and iPod touch. The app is free to download and four additional in-app chapters - William: a royal gallery, Kate: a royal gallery, William and Kate: a royal gallery, Childhood: a royal gallery - are priced 69p each.
The content for the app will be provided by the Press Association, the national news agency for the UK and Ireland.
Mike Goldsmith, editor-in-chief of digital editions at Future, said: "The Royal Baby App is a great mix of exclusive content and gorgeous photography celebrating the biggest event of the year.
"We plan to have an in-app chapter featuring the first photography of the royal baby inside the app for sale the same day as Kate and William show off their new arrival - the world is waiting and so are our designers."
While Paddington may be the media hub focused on Prince William and Kate Middleton's new arrival, it is now being reported that she may give birth closer to her parents home in Reading. Kate is currently residing in her parents home in Buckebury, which is approximately 53 miles away from St. Mary's.
The Royal Berkshire Hospital is believed to be a possibility as it is just 30 minutes away from her current base, which may be used if there are any medical complications.
Additional reporting by Press Association