Despite a slightly muted response to the latest smartphone from the Apple stable, the iPhone 5 is already performing where it arguably counts most; at the cash register. The iPhone 5 has managed to break all previous records by toting up two million pre-orders within just 24 hours.
Compare that to the iPhone 4S, which managed just one million in a day, and Apple clearly have another winner on their hands.
"The customer response to iPhone 5 has been phenomenal," said Phil Schiller, Apple's senior vice president of Worldwide Marketing.
"iPhone 5 is the most beautiful product we've ever made, and we hope customers love it as much as we do."
The numbers will certainly go someway towards silencing critics who felt that the lack of NFC and only slight spec upgrades made it not worth a purchase.
In order to meet demand swiftly, Apple are shipping the iPhones direct to consumers from the Chinese factories where they were made, but have warned that unprecedented demand may mean that some Apple fans will not receive the handset in time for the phone's September 21 street date.