Apple struggle mightily to produce enough goods after they release the new flagship iPhone each year. Even if it’s the ‘S’ version, it still is such a hot commodity that after its launch it’s not uncommon for shipments to take up to a month. That figure can balloon out even more if it’s the color everybody else wants — this time that was the gold version. The Gold phone was so sought after, it resembled Willy Wonka’s golden ticket.

Apple has announced today that due to less demand the waiting period will now only be between 1 and 2 weeks. That means you could end up with yours after 7 days of ordering it — a short enough time for you to stay excited, and not have to act like you have forgotten you ordered it to stay sane.

From here on out you should expect the time frame to continue dropping. Eventually, the longest waiting period should be stuck at no longer than 1 week.

The nature of the game will keep this trend on a similar level even in future years. There’s so many people in the world that buy the iPhone’s that supply will always be short unless Apple open up more factories and mass employee even more people. The chances of that are slim because, as long as the time period is sustainable, there is no sales they miss out on and this way it maximizes their revenue.