Over 4 million pre-orders were made for the iPhone 6 and iPhone 6 Plus within the first 24 hours of being available, Apple has revealed.
The unprecedented demand has exceeded the tech giant's initial pre-order supply, meaning many customers will have to wait even longer to get their hands on their new phones.
Apple says that many pre-order customers will not have their phones delivered until next month, however both the iPhone 6 and the iPhone 6 Plus will be available to walk-in customers at UK stores this Friday.
The new models both boast retina display, larger screens, faster processing and longer battery life.
Such is the insatiable appetite for their products, Apple has seen pre-orders for new products roughly triple in three years.
Two years ago the iPhone 5 received over 2m pre-orders, breaking the previous record of over 1m for the iPhone 4S in 2011. Pre-order numbers for the iPhone 5Ss and 5Cs were not revealed by the company.
Apple CEO Tim Cook said:
iPhone 6 and iPhone 6 Plus are better in every way, and we are thrilled customers love them as much as we do.Pre-orders for iPhone 6 and iPhone 6 Plus set a new record for Apple, and we can’t wait to get our best iPhones yet into the hands of customers starting this Friday.
The record sales will add even more gloss to what has been a strong financial year for Apple, with its share price outperforming the Nasdaq.
However, shares haven't dramatically risen at today's pre-order news. Per index, they are up 0.28 per cent.