Apple has announced the iPhone 4S, an updated version of the previous generation iPhone 4.
All the updates are under the bonnet - the device has an A5 chip roughly twice the speed of the previous model, dual core graphics, a higher res camera and a GB of RAM.
It will hit the UK on October 14th.
CEO Tim Cook took center stage at Apple's Infinite Loop building in Cuppertino, having taken over from Steve Jobs earlier this year.
Speculation was rife in the run up to the event, and many were expecting a slightly more groundbreaking announcement from the consumer electronic giant, such as the launch of a brand new device.
Investors may have felt the same way, since Apple's share prices have dropped 3 per cent.
However the technical updates do keep the phone firmly on top of the specs pile - which at this stage of Apple's popularity is all it really needs to do - and is a much needed move considering some of the super-powered Samsung and HTC devices hitting the market.
The firm also launched an updated version of iOS, some new cheaper iPod SKUs, and announced the launch date of iCloud as October 12th.