Apple has sold 10m units of the iPhone 6 and 6 Plus in the three days since they went on sale. Its a new record for the company, “shattering all previous sell-through records by a large margin,” said Apple CEO Tim Cook

Those sales are particularly impressive considering that the initial launch only covers 10 markets, including the UK, US and Hong Kong. The next stage of the rollout, launching in a further 20 countries, will follow this Friday, and Apple says the devices will be available in 115 countries by the end of the year.

“Sales for iPhone 6 and iPhone 6 Plus exceeded our expectations for the launch weekend, and we couldn’t be happier,” said Cook. “While our team managed the manufacturing ramp better than ever before, we could have sold many more iPhones with greater supply and we are working hard to fill orders as quickly as possible.”

There was also a strong uptake for iOS 8 on existing devices, according to figures from Widespace which show that nine per cent of European iPhone and iPad users had upgrade to the latest iOS within 24 hours of its release last week.