The new Apple iPhone has arrived in Bermuda and is already much in demand.

Audio Visual Eelectronics’ Kevin Davies said he’d sold about a dozen of the iPhone 6 models on the first day he had them in stock on Tuesday this week — even with a price tag of $1,189.

The latest version of smart phone is notable for its 4.7-inch screen, significantly larger than its predecessors, which is designed to compete with Samsung, whose line of Galaxy smart phones have claimed a larger market share than Apple in recent years. Apple has also launched the iPhone 6 Plus, which has a 5.5-inch screen, but Mr Davies said he had not been able to acquire any of those.

Apple launched the phones last Friday and sold ten million units in the first three days — a record launch result for the company.

Mr Davies said the increasing use of smart phones for watching video was a key factor in the preference for larger screens.

“We’ve been open for 17 years and when we started everyone wanted their phone to be as small as you could get,” Mr Davies said. “Now they want phones to be larger. Some people are using their smart phone as a mobile office, so the bigger screen makes it easier to use.”