Yeah, seems like they underestimated its popularity.
Quote:
Update: Apple has confirmed a general shortage of the iPhone 5S in a statement to All Things D, noting that the phone has already sold out and is in limited supply of certain models in certain stores: "Demand for the new iPhones has been incredible and we are currently sold out or have limited supply of certain iPhone 5s models in some stores."
The Wall Street Journal is also reporting that Apple is now instructing its suppliers to increase production of the gold iPhone 5S in order to meet the high demand it's seeing. Apple is reportedly increasing its order of the gold model by one-third over its initial order.
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http://www.theverge.com/2013/9/20/47...umbers-limited