Apple has confirmed that stock of the iPhone 7 Plus, in all colours and storage configurations, has been exhausted, while the smaller iPhone 7 has sold out in the new jet black colour.
This means that those heading to the Apple Store on Friday, and perhaps even those already tucked up in a sleeping bag outside one, won't be able to pick up these models without having made a reservation.
"We couldn't be happier with the initial response to the iPhone 7 and iPhone 7 Plus, and we are looking forward to beginning sales through our retail stores and partners around the world," Apple said in a statement, sent to TechCrunch.
"Beginning Friday, limited quantities of iPhone 7 in silver, gold, rose gold and black will be available for walk-in customers at Apple retail stores. During the online pre-order period, initial quantities of iPhone 7 Plus in all finishes and iPhone 7 in jet black sold out and will not be available for walk-in customers.
"We sincerely appreciate our customers' patience as we work hard to get the new iPhone into the hands of everyone who wants one as quickly as possible."
It sounds like the iPhone 7 and 7 Plus have seen high demand since pre-orders kicked off last week, but this will be the first year that Apple will keep quiet on opening weekend sales figures.
"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," the firm said.
UK retailer Carphone Warehouse has given us a bit of an insight into how well the smartphones are selling compared with last year.
The firm said that the iPhone 7 is 70 per cent more popular than the iPhone 6S and 30 per cent more popular than 2014's iPhone 6.
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