Apple has completely sold out of its new iPhone 7 Plus before the device has even launched.
The larger smartphone has entirely sold out, while the smaller iPhone will be unavailable in jet black.
In a comment made to Mashable, Apple confirmed that the jet black iPhone 7 and both colours of iPhone 7 Plus will be unavailable in stores until further notice.
An Apple spokesperson said: “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. Availability at partner locations for all finishes may vary and we recommend checking directly with them.
"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.”
This does not, however, mean that the devices won’t be available at all. In fact, this could drive business to other retailers. For keen consumers who want the device quickly, their only option will be to go to Apple’s ‘partner locations’, such as John Lewis and Dixons/Carphone among others.
Apple’s unpreparedness to meet the enthusiastic demand for its latest device would suggest that sales will greatly exceed the company’s expectations.
This news might come as something as a shock to many pundits who argued that the iPhone 7’s controversial abandonment of the 35mm headphone jack – a standard since the Walkman in 1979 – would deter many consumers from purchasing the device. That controversy, while being the source of many editorials and ‘hot takes’, seems to, if anything, have spurred on sales of the device.
The iPhone 7 and 7 Plus goes on sale tomorrow.