It only took 10 minutes for Apple to sell out of its first batch of the iPhone X. The $1,000 phone hits stores November 3rd.
But online preorders began in the wee hours Friday morning, and it didn't take long for ship wait times to be pushed back 5 to 6 weeks, until mid December.
Apple always tends to sell of its frist batch of new phones quickly.
But this year things are different.
There have been reports that Apple was having production problems with the iPhone X due to the complicated manufacturing of the facial recognition system.
Experts are expecting it to be in short supply.
So a pre-order sellout doesn't necessarily mean it's a hit.
But Apple is happy about the early reaction.
And Apple spokeswoman said in the statement quote Customer demand is off the charts.
This is the first time Apple staggered the release of different new models.
The iPhone 8 nd 8 plus were out a month ago.
and carriers reported weaker than usual interest.
The iPhone 10 has a major redesign.
It's a whole different look from the 8, gone is the touch ID home button.
Screen is stretching cross most of the front And it includes a facial recognition system called Face ID.
A new look may be what gets consumers more excited to upgrade.
That is, if they don't mind waiting to get one.
I'm Bridget Carey.
You can follow the latest in all things Apple at CNET.com.