Usually when a hyped product is first released, the first week sees a surge of orders which quickly die down to a trickle as the company moves towards steadier, but slower, sales. The iPhone seems to be acting against that, with Apple continuing to solicit many orders from their suppliers.
Even though they lost a good chunk of money at the end of July, in part to iPhone woes, Apple is pushing full steam ahead - obviously they have a lot of faith in the device. And, despite stock being down, they are still showing a good profit margin on the device. If they are continuing to stock up on parts, they clearly expect sales to remain high.
It does seem like they are well on track to achieving their goal of 10 million sold by the end of 2008. What makes it doubly interesting are increasing rumors regarding Google's potential to enter the market as well.