Data from Carphone Warehouse suggests that the iPhone 7 is proving immensely popular after huge pre-order interest.
The firm said that 70 per cent more people have registered an interest in the iPhone 7 than for last year's iPhone 6S.
What's more, despite the iPhone 6 being a major overhaul compared with the iPhone 5S, the iPhone 7 is almost 30 per cent more popular than 2014's model.
Aman Bhachu, general manager at Carphone Warehouse, said: "In the first 24 hours since the Apple iPhone 7 announcement we've seen visits to our iPhone pre-registration website increase by 71 per cent compared to the iPhone 6S announcement last year, and by 28 per cent on the iPhone 6 two years ago. Enthusiasm for the new iPhone appears to be at an all-time high."
Carphone Warehouse is certainly bigging-up the iPhone 7's popularity, but we're unlikely to find out how many Apple actually manages to flog.
Apple has revealed in a statement that, for the first time, the company isn't going to reveal how many iPhone 7 and 7 Plus handsets were sold over the opening weekend. Apparently it's not because of a lack of confidence in the handset, but because it's probably going to sell out.
"We expect iPhone 7 and iPhone 7 Plus will be incredibly popular with customers and we are thrilled to begin taking pre-orders on September 9," said Apple in a statement.
"In years past, we’ve announced how many new iPhones had been sold as of the first weekend following launch. But as we have expanded our distribution through carriers and resellers to hundreds of thousands of locations around the world, we are now at a point where we know before taking the first customer pre-order that we will sell out of the iPhone 7.
"These initial sales will be governed by supply not demand, and we have decided that it is no longer a representative metric for our investors and customers.
"Therefore we won’t be releasing a first-weekend number any longer. We are reiterating the financial guidance for the September quarter that we provided on July 26."
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