Ahh, launch day. While the fuss we've seen so far today doesn't begin to compare with the launch of the first iPhone, it's still looking like a pretty good day for Apple. U.K mobile carrier O2 has just announced that the iPhone 3GS has already exceeded the number of sales that last year's 3G made. They expect to sell 50% more 3GSs than they sold 3Gs by the time the day is done.

Despite the fact that pre-orders have reduced the expected number of in-store sales by a substantial amount, O2 has reported ten times as many customers showing up at their stores than normal. Their online website saw a boost in traffic of roughly 150%. By lunchtime, the carrier's sales exceeded last year's 3G release.

Like in the states, the bestseller this year seems to be the black 3GS. While some U.S. retailers have already sold through their stock of iPhones, there have been no reports of O2 stores selling out. This is shaping up to be a truly great launch day. I can't wait to see where overall iPhone sales stand by the end of the weekend.