It didn’t take up to 10 minutes for the first batch of pre-orders for Apple’s iPhone X to sell out following the launch on Friday morning.

The iPhone X – officially pronounced “10” – costs from £999 with 64GB of storage and £1149 with 256GB of storage.

Confirming the sell out, Apple issued a statement to MacRumors indicating that customer demand is “off the charts.”

ALSO: All the highlights from Apple’s iPhone 8 and iPhone X launch

The statement reads: “We are thrilled to be taking orders for iPhone X, the future of the smartphone. We can see from the initial response, customer demand is off the charts. We’re working hard to get this revolutionary new product into the hands of every customer who wants one, as quickly as possible.

“We will keep accepting orders online, and iPhone X will be available at Apple retail stores on Friday, November 3 starting at 8 a.m., as well as from our carrier and retailer partners around the world.”

The company has reportedly had production issues with the device, including issues with the number of units, and with certain features of the device.

The good news comes for Apple as it tries to hype up sales for the iPhone 8 and 8 Plus, which have reportedly been disappointing so far.