Pre-sale orders for the new Apple iPhone 6s and 6s Plus are being billed as "very strong around the world" and "on pace to beat last year's 10 million-unit first-weekend record."

According to the New York Post, the company commenced taking pre-orders for the new models on Sept. 19, and demand for the iPhone 6s Plus is rumored to be particularly strong, exceeding all market forecasts.

"We are on pace to beat last year's 10 million-unit first-weekend record when the new iPhones go on sale Sept. 25," company officials said.

Unveiled earlier this month, the new models are said to not be much different from the iPhone 6 and iPhone 6 Plus, which hit the market a year ago. But the newer models do offer some distinction and advances in the areas of video, photography and navigation. A "peek and pop" feature allows users to preview content by pressing the phone's screen lightly and to call up content fully by applying a heavier touch.

BTIG analyst Walter Piecyk had predicted that the inclusion of China in this year's first-weekend rollout would greatly increase sales, simply by more than doubling the potential market as compared to a year ago.

Recode reported Apple shares jumped by 2 percent, fueled by the company's boast that it was on course to eclipse all market expectations in first weekend sales. To date, the company has yet to release official presale figures, and speculation was building the company might be experiencing some difficulty in keeping up with early demand.

"As many customers noticed, the online demand for iPhone 6s Plus has been exceptionally strong and exceeded our own forecasts for the preorder period," Apple said in a statement. "We are working to catch up as quickly as we can, and we will have iPhone 6s Plus as well as iPhone 6s units available at Apple retail stores when they open next Friday."