For Apple fans, the reveal of a new product seems to be some kind of religious experience while everyone else looks on wondering what the fuss is all about.
Thankfully, that specific and complex feeling has been captured in a parody ad for the new iPhone SE which nails way Apple sells its products as magical experiences. They're just phones guys!
Check out the video below.
Yup - this is a phone that is going to feel tiny after years of 5 inch plus handsets, and those comparisons Apple throws up are fairly ridiculous - the SE is a fast phone but what does it matter how it compares to ageing hardware like the 5s. And we seriously doubt anyone is going to be doing significant video editing on a screen that small.
Still the specs of the SE are impressive and it's good to see the company expanding its range to help include people with a preference for smaller handsets. It's just not a life changing event!
The Apple iPhone SE is coming out in Ireland in early April 2016.