Apple sold more than 9 million iPhones in a single weekend, breaking its own records.
Apple said in a press release that the sales of the iPhone 5C and 5S far exceeded last year's model, the iPhone 5.
That handset also broke records on its release in autumn 2012, selling 5 million units in the same time frame.
According to Business Insider, the figures crushed analysts' expectations of around 7.75 million iPhones. The company's stock price rose about 4% immediately after the news was announced.
This year's launch was the first which included day-one sales in China, indicating strong pick-up in new markets for the refreshed iPhone line-up.
While Apple doesn't break down the figures by device, a steady trickle of sales data indicates that Apple was able to shift good numbers of both the 5S and 5C.
Localytics said that those phones combined now represent 1.36 percent of all iPhones in the US after just 3 days on the market.
Meanwhile the long delays many experienced downloading iOS 7 last week made it clear that Apple's new mobile OS was popular.
But we didn't know it would be this popular.
Apple said that 200 million devices are already running iOS 7, describing it as "the fastest software upgrade in history".
"This is our best iPhone launch yet--more than nine million new iPhones sold--a new record for first weekend sales," said Tim Cook, Apple's CEO.
"The demand for the new iPhones has been incredible, and while we've sold out of our initial supply of iPhone 5s, stores continue to receive new iPhone shipments regularly. We appreciate everyone's patience and are working hard to build enough new iPhones for everyone."
And according to one study, iOS 7 has already overtaken iOS 6 on some metrics as the most popular operating system used by mobile Apple devices.
MixPanel reports that in the US at least, iOS 7 overtook iOS 6 in terms of mobile traffic early on Saturday morning, and has grown its lead since then.
That doesn't necessarily mean that more devices are running iOS 7, but that the majority of traffic is coming from devices running that version of the software.