O2, which has the exclusive rights to sell Apple's new iPhone 3GS in the UK, said by 1.30pm that it had sold more of the phones this year than it in the entire day of the previous model's launch last year.
A spokeswoman for the company said that the sales total includes both the 3GS and older 3G model, which was released last year, but as the price of the 3G has not changed the difference is probably accounted for by sales of the 3GS.
O2 said that some stores may sell out today, to be restocked at the weekend. According to the company, "We sold more iPhone 3G S devices in the first two hours than all handsets we'd normally sell in an average day."
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