Known for its attention to detail, Apple appears to have out-done itself.
In the new version of its mobile operating system, iOS6, the Californian company has made its metallic on-screen buttons shine when you tilt the phone.
It sounds like a small deal - and frankly it is - but it's also really cool. When you spin the phone around the buttons appear to 'catch the light' and spin around too.
Admittedly we'd have preferred a bit more attention to detail over the its new Maps app - which has so far failed to impress - and a bit less on the buttons. But you can't have everything.
Take a look, above.
New iOS 6
"Do Not Disturb" For Phone App
Screening Calls In iOS 6
No More Google Maps
Apple Turn By Turn Directions
More Of The New Map App
Scott Forstall Talks iOS 6