Apple's launch of the iPhone 4 has seen the greatest excitement for a new phone ever - and with HD video recording, a super high-res screen and ridiculously slim dimensions, it's not hard to see why.
But things are a little different now - not only was the iPhone 3GS something of a non-update to the iPhone range, but there are finally decent alternatives in the smartphone market, with the HTC Desire and Samsung Galaxy S leading the Android fight right to Apple's door.
Add to that the first major leak of an Apple product a couple of months before launch, and suddenly the iPhone 4 has a lot to do to impress.
At least Apple has unleashed the big guns for this effort - before we get into the headline specs, the design itself is a massive talking point on its own.
Jobs' chats on stage to unveil a new iPhone might have got a little repetitive (best this, magical that etc) but this is the first time since the first iPhone way back in January 2007 that we've seen a variation on the standard iPhone design.
