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Apple sold out its iPhone 5S stock in less than a day

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Philip Elmer-DeWitt
Philip Elmer-DeWitt
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By
Philip Elmer-DeWitt
Philip Elmer-DeWitt
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September 21, 2013, 8:40 AM ET
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FORTUNE — By Saturday morning, less than 24 hours after the iPhone 5S went on sale in nine countries around the world, Apple (AAPL) had sold out its entire September stock. The company’s U.S. online store shows all models in all colors unavailable before October.

In New York City, many of the more than 1,400 would-be customers who queued up outside Apple’s Fifth Ave. store Friday morning went home without a phone. According to one survey, 95% were there for the iPhone 5S, preferably in gold.

Meanwhile, the iPhone 5C, whose ship times had slipped to 3 to 7 days Friday, was back in stock. By Saturday the Apple Store was once again promising to ship every model within 24 hours.

Apple is expected to issue a press release Monday reporting first weekend sales. Last year, Apple sold 5 million units of the iPhone 5 in its first weekend. It’s unlikely that Apple would have gone into this weekend without stocking enough product to beat that record. Whether the company correctly anticipated the level of demand for each model remains to be seen.

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