How much do people want the iPhone 5?
Judging by the success of competing handsets, the Apple Backlash and general cynicism about new phones, you might expect it the anticipation to be less than last time around.
You would be wrong.
According to search data gathered by Experian Hitwise, there have been 19 times more searches for the 'iPhone 5' than 'iPhone 4S' this week alone.
Overall about 1 in 1000 searches on the internet were for iPhone 5 last week.
Meanwhile 25% of searches relating to the iPhone were about the iPhone 5, and week-on-week there has been a 42% increase in searches for 'iPhone 5'.
So, yeah - people care. Over to you, Apple.
READ MORE: Apple iPhone 5 Event Preview