Pre-orders for the iPhone 5 have sold out in just a few hours.
All models of the new device, which features a taller screen, is lighter and is 4G-enabled, are now showing an estimated delivery time of at least two to three weeks in the UK.
While some critics had appeared underwhelmed by Apple's new phone, which for all its improvements arguably does not have the same 'game-changing' upgrades as some previous generations, the demand among the public is undimmed.
Pre-orders began at 8am in the UK, with Apple's website initially unable to cope with demand and some users voicing complaints about delays. Once the site was up and running, it took just a few hours for the device to sell out.
Demand was equally high in the US, where the device was also registering low stock levels almost immediately after the pre-sale began.
"What recession?" quipped one Twitter user after the sell-out was revealed.
For users still wanting to pick up an iPhone 5 on launch day, Apple now recommends you head to your nearest Apple Store or mobile phone retailer - but be sure to get there early.
Huge queues were seen last October for the release of the iPhone 4S, and this year is set to be just as busy.
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