Retailers are bracing today for the rush for the new iPhone4S as Apple officially begins sales of the latest edition of its game-changing smartphone. Apple has made no announcements regarding today\'s launch nor did it provide prices as of press time, but the company did note briefly on its UAE website that the phone will be ‘available starting December 16.\' While the iPhone4S has already been on sale with full one-year warranty for several weeks by a large number of licenced electronics retailers across the UAE, other retailers as well as telecom du have been holding off for today\'s formal launch day by Apple. The rollout comes roughly three months after the phone was first launched in the United States selling four million units in the first weekend despite disappointed fans who were waiting for the rumoured iPhone5, which failed to materialise. Article continues below Huge turnout The phone, however, is in high demand by Apple users who want features such as a doubly fast phone chip, a better camera as well as Siri, an audio programme that assists users with commands. French hypermarket chain Carrefour decided not to sell the new iPhone4S until today, confirmed a manager at a Dubai outlet. He said sales staff are expecting a huge turnout by loyal customers late in the afternoon. \"The iPhone4S will be going on sale sometime after 3pm,\" he said from the mobile phone counter. \"We hope we have enough stock to last.\" Just how large the iPhone4S rush will be is the question of the day given other major electronic retailers such as Jumbo Electronics, Virgin and Axiom Telecom have already been moving a large number of full-warranty units since November. Telecom du, meanwhile, will join the iPhone4S frenzy but in a limited offering only to existing post-paid du customers who have already been notified that the phone is available at UAE outlets.