CUPERTINO, Calif. — Don’t expect to go into an Apple store this weekend and walk out with a jet black iPhone 7. Or any color of the iPhone 7 Plus.

Apple said Thursday that only “limited quantities” of the iPhone 7 in black, silver, gold and rose gold will be available at retail stores.

The Cupertino, Calif., tech giant said initial supplies of the iPhone 7 Plus in all colors and the iPhone 7 in jet black sold out during the online preorder period and won’t be available for walk-in customers.

“We sincerely appreciate our customers’ patience as we work hard to get the new iPhone into the hands of everyone who wants one as quickly as possible,” Apple said in a statement.

To some extent, the rush isn’t new — analysts said there is always a short supply of new iPhones when they launch.

But this time, it seems even greater than the usual release demand.