The launch inventory of Apple's iPhone 4 sold out in less than 24 hours after pre-orders opened yesterday.
According to the UK Apple store, any pre-order for an iPhone 4 now ships on 2 July, a week after the official launch.
After much speculation the UK prices came in a bit higher than many analysts predicted.
The 16Gbyte model is available from £499 and the 32Gbyte phone is priced from £599, compared with the US prices of from $199 for the 16Gbyte model and from $299 for 32Gbyte version.
Despite the price tags, within hours of the pre-sales opening the online Apple Store was responding very slowly and timing out, according to US reports.
Apple was forced to put the US, UK and German Apple store into maintenance mode for a while when the sites failed to cope with the demand.
Apple has not yet made any official announcement about how many iPhone 4s have been sold since pre-orders opened, but observers say the company is likely to be shooting for a record.
Considering sales of the iPhone 3GS reached one million over the launch weekend in 2009, the iPhone 4 is expected to at least match that figure.
The announcement of the iPhone has also had a marked knock-on effect in the second-hand device world.
The number of people ditching their older iPhones is 10 times higher than when the iPhone 3GS was announced, according to US consumer trade-in service Gazelle.
But the main reason for the trade-ins is not necessarily to upgrade to the latest iPhone model, said Gazelle. Many of its customers are simply looking for the best trade-in offer before the price falls, the company said.