"It is also well known that non 's' year variants of iPhone create more excitement and have performed well than 's' variants, which the company also experiences year-on-year," The Next Web reported on Tuesday.

The timing of the move is interesting as Samsung had announced the global recall of its flagship premium device Galaxy Note 7 over battery faults and Apple is hoping to steal a number of its loyal customers.

Although the exact reason for the increase in demand remains is still unclear.

"On the other hand, it is safe to say that it has something to do with the average sales of the iPhone 6s and iPhone 6s Plus that Apple faced when it launched the devices this time last year," the report added.