CHATTANOOGA, TN (WRCB) -- If you have your heart set on a shiny, new iPhone 5, you may have to wait just a little longer.

Apple began taking orders online for their newest device starting at 3:00 a.m. Eastern Friday, and literally sold out in an hour.

Technology blogs were reporting the news early Friday morning. Apple's web site was flooded, causing some angst and impatience.

While Apple will still allow orders, the shipping time estimate went from one week to two weeks, indicating that Apple had sold the pre-determined  number of iPhone 5's available.

Typically, Apple also places inventory in their Apple stores, as well as those of wireless carriers, such as AT&T and Verizon. This allows customers (who want) to walk into a conventional storefront for their purchase

Like other customer-savvy retailers, Apple goes to great lengths to avoid disappointing customers, especially those ready to spend the money necessary to purchase their gadgets.