LG's Viewty cameraphone has racked up sales of over 310,000 units since its launch into the European market.

The device is considered by many to be the closest rival to Apple's iPhone with its similar touch-screen interface, although the Viewty is primarily a cameraphone as opposed to the iPhone's music focus.

The handset has sold an average 6,300 units daily across Europe, exceeding earlier records of LG's previous models, the LG Chocolate and LG Shine.

Despite impressive sales in the US of around 270,000 iPhones in the first week, the iconic device has failed to generate the same interest in Europe. Only 30,000 were sold in France in the first week and just 10,000 in Germany.

UK mobile operator O2 has been tight-lipped about the iPhone's sales performance, but has claimed that it has been its fastest selling device.

Dr Skott Ahn, president and chief executive at LG Electronics Mobile Communications Company, said: "We are thrilled about the immense interest from consumers. Demand has been so high in some countries that our product supply is running low."

LG has attributed the phone's success to a good blend of technology, style and features, although the fact that it is significantly cheaper than the iPhone is undoubtedly a factor.