A brand new iPad Air has reportedly exploded in a Vodafone store in Australia, causing the shop to be evacuated.
The news comes just one week after the iPad Air's global release. So far Apple has yet to comment, though according to reports in the Daily Mail, a representative was sent to the shop to collect the faulty device.
A spokesperson for Vodafone said that a "burst of flames" appeared at the charging port of one of the iPad Aid demonstration models.
The lightweight device has received positive reviews for its sleek design, fast operating speed and quality app selection.
Upon its release, Apple's senior vice president of marketing Philip Schiller, said: "iPad created an entirely new mobile computing experience, and the new iPad Air is another big leap ahead.
"It is so thin, light and powerful, once you hold one in your hand you will understand what a tremendous advancement this is."
Perhaps unsurprisingly, the potential fire hazard the device might pose was not mentioned. In recent years there have been several reports of iPhone explosions, but this is the first known occurrence for a tablet device.
An internal investigation by Apple took place in 2009 to understand the possible reason for a spate of reports in France of exploding iPhones. Apple's conclusion at the time was that the fault was down to customer abuse; an excuse that is unlikely to carry much weight in this latest case.
"The iPhones with broken glass that we have analysed to date show that in all cases, the glass cracked due to an external force that was applied to the iPhone", Apple said in a statement following the investigation.