It's hard to keep outdoing yourself, but apparently not if you're Apple.
The company said pre-orders of its newest iPhone 6S and iPhone 6S Plus have so far been "very strong around the world."
"We are on pace to beat last year's 10 million unit first-weekend record when the new iPhones go on sale September 25," Apple said Monday.
Some analysts and investors were disappointed that Apple didn't release specific numbers. The company has been more than happy to tout record breaking numbers in the past, even for its in-between "S" models.
In 2012, Apple said pre-orders for its iPhone 5 reached 2 million in just 24 hours -- double the previous record set by the iPhone 4S.
In 2014, Apple said it sold 4 million iPhone 6 and iPhone 6 Plus units within the first 24 hours of pre-order sales.
People were even more curious about this year's numbers because China was one of the pre-order markets. It wasn't last year.
The country is important to Apple for several reasons. Nearly 27% of its overall sales came from China in its most recent quarter.
Apple's success is also largely reliant on the continued popularity of the iPhone, but it's currently the third most popular smartphone in China. Chinese manufacturers Xiaomi and Huawei recently overtook Apple.
There is more pressure on Apple with each new iPhone iteration. Newer products and features like the Apple Watch and Apple Music just aren't big enough to move its financial needle.
The new iPhone 6S and iPhone 6S Plus feature a different kind of touch screen that can sense how long and hard someone is pressing, a stronger aluminum body, faster and more efficient processor, higher resolution cameras, and a new GIF-like photo function.