Yesterday, Apple announced that the iPhone 5 shifted 2 million units in just 24 hours after pre-orders began on September 14. This surpassed the previous record of 1m units set by its predecessor, the iPhone 4S.
The Carphone Warehouse has now announced that it too experienced record demand for the iPhone 5 after starting advanced orders last Friday.
The UK's largest independent mobile retailer said that it has taken four times as many pre-orders for the new Apple smartphone as any other handset since it started trading in 1989.
Graham Stapleton, the chief commercial officer at Carphone Warehouse, said that demand for the iPhone 5 has "smashed all previous handset launches" at the retailer.
He noted that the iPhone 5 launch last week also helped Carphone Warehouse online have its most successful ever week, including traffic increasing 63% on the previous seven days.
"Perhaps surprisingly, over half of the traffic on the evening of the announcement [on September 12] came via our mobile website with mobile data up nearly 200% week-on-week," he said.
"We're witnessing a fundamental shift in the way customers access content and purchase technology, with as many people now as happy to access website content through the device in their pocket rather than the PC on their desktop.
"We also noticed that two-thirds of the increased mobile traffic came from iPhones and iPads - it's apparent that huge numbers of current iPhone users are interested in upgrading their device to the newest Apple handset."
The Carphone Warehouse has sold every variant of the iPhone since the original launched in 2007, and the firm estimates that it has sold more than 1.6m units of the Apple smartphone to date.
The iPhone 5 comes with a larger 4-inch Retina display, a faster A6 processor, improved camera technology and a new dock connector. It is available for free from The Carphone Warehouse on mobile plans from £46 per month.
iPhone 5 in pictures: