iPhone 7 Plus sold out ahead of official launch date

In this Sept. 7, 2016 file photo Apple CEO Tim Cook announces the new iPhone 7 during an event to announce new products, in San Francisco. (AP / Marcio Jose Sanchez)

Apple store shelves will be conspicuously empty of the much touted iPhone 7 Plus model Friday, with stocks sold out ahead of its official launch date.

Late Wednesday, Apple said the iPhone 7 Plus is completely sold out, while limited quantities of the smaller iPhone 7 will be available in stores in all colours except Jet Black, which is also sold out.

Other finishes include silver, gold, rose gold, and black.

According to Apple, the phones sold out during the online pre-order period, emptying inventory for in-store purchases.

Customers can place an online order on the website with varying delivery times or check in with partner locations and retailers.