For those who ever questioned the relevance of Apple in today's market, the tech giant has emphatically blown away the doubters with a record-breaking first weekend of iPhone 6 sales.

Shifting over 10 million new iPhone 6 and iPhone 6 Plus models just three days after launching on September 19, Cupertino has admitted the surge in sales has exceeded all expectations.

"Sales for iPhone 6 and iPhone 6 Plus exceeded our expectations for the launch weekend," says Tim Cook, CEO, Apple. "And we couldn't be happier."

Following four million pre-orders of Cupertino's flagship smartphones during a record first 24 hours, the momentum has yet to slow across the US, Australia, Canada, France, Germany, Hong Kong, Japan, Puerto Rico, Singapore and the UK, with an additional 20 countries, including New Zealand, available to purchase the smartphones on September 26.

"We would like to thank all of our customers for making this our best launch ever, shattering all previous sell-through records by a large margin," Cook adds.

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Yet despite the foray, Cook admits plans are in place to improve the company's manufacturing processes in time for when the new devices hit a total of 115 markets by the end of the year.

"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," he adds.

For Kiwis, the iPhone 6 comes in gold, silver or space grey, and will be available for a recommended retail price of $999 for the 16GB model, $1,149 for the 64GB model and, for the first time, a new 128GB model for NZ$1,299.

The iPhone 6 Plus however, comes in gold, silver or space grey, and will be available for a recommended retail price of NZ$1,149 for the 16GB model, NZD$1,299 for the 64GB model and NZ$1,449 for the new 128GB model.