So Apple announced a new iPhone last week - just in case you're the last person on the planet who didn't already know that.
Featuring a larger (taller) screen, as well as a radically lighter and thinner design, the new iPhone also has a more powerful processor and a new (smaller) dock connector.
When we tested the new phone we found it to be a very high quality upgrade - even for Apple. In industrial design the iPhone 5 feels a generation ahead of most of its competitors, and iOS 6 is a rock-solid, albeit ageing, operating system.
The wider world appears to agree, and Apple recently said it sold two million of the little blighters in 24 hours.
But what did the tech press make of it? Here's the best of the reviews so far.
CNET: (4/5) A Good But Unexciting Upgrade
"The iPhone 5 is an excellent smart phone, even if this upgrade is more about refinement than introducing exotic new features. If you want an enormous bells-and-whistles phone that's exploding with features, then other mobiles (the Galaxy S3 springs to mind) offer that."
T3: (4/5) The King Is Dead
"Given that iPhone 4S users can upgrade to iOS 6 and do just about everything the iPhone 5 can do, and that Android users can get similarly impressive handsets for less dosh, we reckon the smart money won't all be going on a new iPhone this year, even if the mass market can't get enough of it. It's good, very good. But it's no longer the best around."
Stuff: (5/5) The iPhone Regains The Throne
Has Apple done enough to reclaim the top smartphone spot with the iPhone 5? It has, but not quite in the imperious style of the past. Android has gained so much in the last 12 months that the iPhone went from being unbeaten in years to being beaten twice in the space of a few weeks, and its live widgets and open platform will continue to sway people towards the Samsung Galaxy S3 or HTC One X.
Guardian: (5/5) The Best Around
"Those who were quick to dismiss the iPhone 5 based on its specifications – but no experience with its features or services – made the mistake of thinking that a phone is just components. But it's the gestalt that makes it a pleasant experience – or otherwise. For those who insist on NFC, or direct access to the phone's file system, or the option of opening web pages in multiple different browsers, the iPhone and iOS will never be satisfactory."
Telegraph: (5/5) The Most Beautiful Phone Ever Made
The iPhone 5 is a great smartphone made even better. It's fast, lightweight and backed by the largest application store for any device. It's also probably the most beautiful smartphone anyone has ever made.
Pocket-Lint (4.5/5) Playing To The Fanbase
The iPhone 5 is a phone that makes you feel safe. A phone that you know exactly how to use as soon as you take it out of the box and that is perfect for a huge number of people.
Engadget: (4.5/5) It Absolutely Shines
The iPhone 5 absolutely shines. Pick your benchmark and you'll find Apple's thin new weapon sitting at or near the top. Will it convince you to give up your Android or Windows Phone ways and join the iOS side? Maybe, maybe not. Will it wow you? Hold it in your hand -- you might be surprised.
HANDS ON PREVIEW: We Put The New iPhone Through Its Paces