Apple has taken a record four million orders for the two new iPhone 6 models in the first 24 hours following last week's launch.
The figure is double the number of pre-orders taken for the iPhone 5 in September 2012.
The technology giant said that demand for the smartphones, which boast larger screens, outstripped the initial supply and that some customers would have to wait until October.
However, customers in Britain will be able to buy some stock of the iPhone 6 and iPhone 6 Plus from 8am Friday in Apple stores. It has been generally well received by reviewers.
It will run on Apple's iOS 8 software, which will be available to download on Wednesday for existing devices.
Irish rock band U2 surprised fans worldwide last night by giving away their first album for more than five years after performing at the iPhone 6 and Apple Watch launch.
The band gave Songs Of Innocence to around half a billion iTunes music store users as well as subscribers to their website.
The announcement was made at the Apple launch last night and is the latest collaboration between the band and technology firm
We wanted to make a very personal album. Let's try to figure out why we wanted to be in a band, the relationships around the band, our friendships, our lovers, our family.
The 11-track album will be given an official release on October 13 and is their fist record in five years after 2009's No Line On The Horizon.
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Questions have been raised over the future of Apple's iPod classic after the launch of the iPhone 6 and smartwatch.
The music playing device no longer shows up on the Online Apple Store or the technology giant's dedicated page to the iPod.
The iPod website does however still promote other versions of the device including the touch, nano and shuffle.
Apple has not made an official statement regarding the iPod classic, which was released in 2007 and has changed little since.
The iPhone 6 and iPhone 6 Plus will have larger screens and be thinner than their predecessors and will be available to pre-order from Friday.
Apple has released this video introducing its new iPhone 6 and iPhone 6 Plus.
The new iPhones feature "a larger, more advanced display and significant leaps in capability and performance," the firm said.
A number of people have taken about Apple's new smartwatch, claiming it is not designed for use by those who are left-handed.
The Apple Watch's functions rely on a 'digital crown', which in all photos released by the tech company so far have been on the right-hand side.
It remains unclear whether a left-handed model will be released. Apple could not be immediately contacted for comment.
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U2 have released their latest album for free to iTunes customers in what Apple says is the largest album release in history.
The band performed to close the company's "special event" in California.
The new release will be available to half a billion people in 119 countries, Apple says.
Apple Watch will start at $349 in the United States and will be available from early 2015, the company says.