Apple's launch of the iPhone 4 has seen the greatest excitement for a new phone ever - and with HD video recording, a super high-res screen and ridiculously slim dimensions, it's not hard to see why.
But things are a little different now - not only was the iPhone 3GS something of a non-update to the iPhone range, but there are finally decent alternatives in the smartphone market, with the HTC Desire and Samsung Galaxy S leading the Android fight right to Apple's door.
Add to that the first major leak of an Apple product a couple of months before launch, and suddenly the iPhone 4 has a lot to do to impress.
At least Apple has unleashed the big guns for this effort - before we get into the headline specs, the design itself is a massive talking point on its own.
Jobs' chats on stage to unveil a new iPhone might have got a little repetitive (best this, magical that etc) but this is the first time since the first iPhone way back in January 2007 that we've seen a variation on the standard iPhone design.
If you're an iPhone fan, there's a good chance you won't like the look of the iPhone the first time you pick it up - it's the same weight as the iPhone 3GS at 137g, but it's a lot smaller, with dimensions of 115.2mm x58.6 mm x 9.3mm, so it feels like a much weightier and compact model.
The edges are stainless steel, apparently forged by winged unicorns in an iceberg (or something) to be 10 times stronger than 'normal' steel.
Product Summary
iPhone 4
Pros
>Great screen>Top notch 5MP camera>Much-improved design>Gyroscope gaming>Improved call quality>Overhauled iOS 4
Cons
>Reception issue in left hand>High price>No home screen widgets>No social networking integration
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