Apple last night lifted the lid on both the iPhone 7 and the iPhone 7 Plus.
However, UK consumers must face the stark reality that in this post-Brexit referendum result Britain, the device is going to be a lot more expensive than its predecessor.
The 32GB iPhone 7, for instance, will cost 599. Last year's 32GB iPhone 6S cost just 529. Things are worse for the 256GB iPhone 7 Plus, which has an RRP of 919 – that's a hike of 100.
The iPhone 7 itself is remarkably similar to the iPhone 6. New features are thin on the ground. The handset is both water and dust resistant, and the black version comes in two flavours – glossy and matte. The camera has had the biggest upgrade, especially in the iPhone 7 Plus.
Stereo speakers are the other addition, although there's no give without take – gone is the 3.5mm headphone port, with Apple instead favouring its own proprietary solution. An adapter is included in the box.
Apple's marketing boss Phil Schiller even went as far as to saying Apple had shown tremendous courage” in removing the ubiquitous port. All of which has gone down tremendously.
The handset's display remains unchanged, although the battery life is apparently improved.
Both handsets are due out on September 16th in the UK and 15 other countries.