Social media and technology blogs were awash with news on Apple's new iPhone 6 Plus late Tuesday, claiming the new device was suffering from a surprisingly flexible defect.
The claims suggested that the "phablet"—launched by the Cupertino, California-based company this month—is bending in some users' pockets, particularly if they are wearing tight jeans.
Online technology show Unbox Therapy went one step further and actually tried to physically bend the product and break it in half. The video has now been watched over 2.5 million times in just 24 hours.
Apple weren't immediately available for comment when CNBC tried to contact both offices in London and California.
Concerned consumers first took to the website MacRumors to share their disgruntled views and posted pictures of slightly bent iPhones. The website aggregates content on Apple news and rumors and said Tuesday that a "small but growing number of iPhone 6 Plus owners" had reportedly bent their phones after carrying the devices in their pockets.
One user on the site alleged that his smartphone's shape had become distorted after he spent the day driving, dancing and sitting during a wedding, with the phone in his suit pants for a total of 18 hours.
Officially released in stores last Friday with the smaller iPhone 6, users snapped up Apple's latest iteration of the smartphone in record numbers. The tech giant announced Monday that sales had topped 10 million on the first weekend, which eclipsed the launch figures of the 5S and 5C models.
Ian Fogg, the head of mobile analysis at IHS Electronics and Media, told CNBC via telephone that there is nothing in these claims that shows him that this isn't the normal sort of discussion generated when a device manufacturer releases a new product.
"If they are abused they will break," he said, adding that it was an "impressive achievement" that the iPhones in the images had kept working despite being distorted.
"These are heavily used devices. ..the trend in recent years (for manufacturers) is to try to make them more robust," he said, which Apple and its rivals had achieved, he added.
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The most notable glitch with a new product came back in June 2010, according to Fogg, when the iPhone 4 was released. The product received poor reviews by some, with claims that the devices reception was affected when users held it by the antenna. The late Steve Jobs, the CEO at the time, admitted the problem and the company offered free cases to iPhone 4 owners to try to negate the problem.
Meanwhile, a separate durability test by warranty service provider SquareTrade showed slightly better results. The San Francisco-based company uses robots to test the "breakability" of certain products. It rates the phones on a 10-point durability scale, with 10 signifying the highest risk. It reported that the smaller Apple iPhone 6 scored the best at 4 and the iPhone 6 Plus scored a 5. It also said that its predecessor the iPhone 5S scored a 6 and the Samsung Galaxy S5 scored a 6.5. In a press release on Monday, the company never flagged the problem found by consumers on the MacRumors website.