And just as we thought Apple couldn’t possibly break its own records again, the consumer electronics giant has sold more than two million units of its new iPhone 5 before the thing even went on sale in shops.
At a cost of £529 for the most basic model in the UK, that amounts to £1.06bn taken in revenue by Apple before even shipping a single unit. But with some of the higher-spec models costing considerably more, the total could be even higher.
Some analysts suggest that Apple might even shift around 10 million units of the new model before the end of September, which would net the company at least £5.3bn – pretty serious cash for less than a month of sales.
Queues have formed outside Apple retail stores all around the world, with more than a thousand reported to be in line outside its flagship London store on Regent Street.
The cult of Apple continues…