Apple won't release first-week sales figures for the iPhone 7. This comes at a time when iPhone sales are falling, raising questions that the all-conquering handset's popularity has peaked.
Apple's official explanation is that the sales figures reflect Apple's supply rather than the demand.
"As we have expanded our distribution through carriers and resellers to hundreds of thousands of locations around the world, we are now at a time point where we know before taking the first customer pre-order that we will sell out of iPhone 7," Apple spokesperson Kristin Huguet told Reuters.
"These initial sales will be governed by supply, not demand, and we have decided that it is no longer a representative metric for our investors and customers."
iPhone sales have dropped for two quarters in a row, marking the first time in its almost 10-year history that's happened.
Apple unveiled the iPhone 7 and 7 Plus at an event on Wednesday evening.
The phones feature new camera tech, waterproofing skills and brighter screens. However, in a move that's proved controversial, Apple got rid of the 3.5mm headphone jack.
Pre-orders for both handsets are open now, with shipping starting on Friday.