APPLE HAS ANNOUNCED that it sold 13 million iPhone 6S and iPhone 6S Plus handsets over the weekend, setting a new record for the firm.
This time last year Apple boasted that it had sold 10 million iPhone 6 and iPhone 6 Plus handsets in one weekend, a record which the iPhone 6S and iPhone 6S Plus have smashed this weekend with 13 million sold already.
"Sales for iPhone 6S and iPhone 6S Plus have been phenomenal, blowing past any previous first-weekend sales results in Apple’s history," said Apple CEO Tim Cook.
"Customers' feedback is incredible and they are loving 3D Touch and Live Photos, and we can’t wait to bring iPhone 6S and iPhone 6S Plus to customers in even more countries on 9 October."
Typically, these crowds were met by over-enthusiastic Apple Store staff who had clearly had their Weetabix that morning, whooping and cheering every self-conscious customer (and one dog) into the shop.
The first customer to buy the iPhone 6S was clearly so fed up with Apple's enthusiasm that he fled the shop before we even had time to take a picture.
Of course, it wouldn’t be an Apple launch without Samsung muscling in. A team of reps from the company paraded outside the Apple Store in a bid to promote the Galaxy S6 Edge+, waving flags that said: 'The itch to switch just got better.'
A report at IBTimes said that this wasn’t the only trick Samsung pulled. The firm reportedly hired a marketing team to hand out #NextisNew-branded blankets, bottles and pillows to those who braved the iPhone queue overnight.
We’re not sure what Samsung's aim was here, but we assume it was a ploy to convince dedicated iPhone fans that a free pillow is the push they need to make the switch to Android.
If you haven't been swayed by Samsung's marketing wizardry, Apple told us that the company has plenty of stock to make it through the day. However, an employee told us that if you and your sleeping bag haven’t braved the queue, you’ll need to book an appointment on the Apple website to buy an iPhone 6S today.
The iPhone 6S comes with 16GB, 64GB or 64GB of storage, and is available to buy for £539, £619 and £699 respectively. Just like the iPhone 6 Plus before it, the iPhone 6S Plus is more expensive at £619, £699 and £789.
Check out our iPhone 6S roundup for everything you need to know about picking one up. µ
Plus the cost of ambition as moonshots eat into the coffers
Spoiler alert: it's probably VeriSign
Did we say cuts off? We meant traps them inside their own home