Hours after it started, Apple has stopped taking orders for the iPhone 5.
Apple began taking orders for the phone at midnight on Thursday on the US west coast, promising delivery by next Friday, when the new phone goes on sale in stores there and in certain other countries.
Four hours later, the expected delivery time had grown to two weeks, according to Topeka Capital Markets analyst Brian White.
Less than four hours after that, Apple's website stopped taking orders, saying, "We'll be back."
White says the quick delay in the expected delivery time suggests much stronger demand than Apple expected.
Last year, one-week delivery of the iPhone 4S was available into the afternoon of the first order day.
Apple's stock is up 1.7 per cent to $694.29 in morning trading.