Apple has finally put us out of our misery and unleashed the new iPhone 4S, with VP Phil Schiller doing the honours after new CEO Tim Cook's debut keynote as Apple CEO.
And if there was a bit of disappointment that there was no grand unveiling of the iPhone 5, and that all we got was an iPhone that looks pretty much identical to the one we have already, rest assured – that 'S' at the end stands for an awful lot.
But before we got to hear about it we were treated to a near-25 minute stream of stats from Cook in his first performance as Apple boss since taking over from Steve Jobs, and it seemed to be about not much more than showing how amazing Apple thinks Apple is.
Finally, though, we got down to the business everyone was actually there for – iOS 5 and the new iPhone.
The latest update to the Apple mobile OS delivers a wide range of new features – more on those in our separate iOS 5 piece – and will be available on October 12 for all iPhones from the iPhone 3GS onwards, as well as all iPads and iPod touches 3rd and 4th gen.
As we were expecting, iCloud also got its official airing, complete with deep integration with apps and iTunes. Your Apple devices will be updated to iCloud daily, and it'll be your central store for all apps, photos, documents, calendar entries and everything else.
All iOS 5 users get 5GB to play with free of charge, but you can buy more if that's not enough for you. Like iOS 5 itself, iCloud goes live on October 12.
But just when we were starting to lose our patience after further dalliances to talk about the iPod and iPod touch, finally Schiller revealed the iPhone 4S.
And while it may share the iPhone 4's name for the most part, and look the same from the outside, on the inside it's all change, starting with the Apple A5 processor, which Apple says makes the iPhone 4S twice as fast as its predecessor, while dual-core graphics mean graphics performance seven times faster. Mmmm, gaming.
On to the camera, and the new iPhone has a brand new 8-megapixel affair run by a backside illuminated CMOS sensor that soaks up way more light and so is a third quicker than the iPhone 4's cam.
The five-element lens offers an impressive f/2.4 aperture rating, while the new Apple-designed Image Signal Processor now offers face detection and white balance that's a quarter better than before.
Apple reckons it'll take you just 1.1 seconds to fire off the first picture from firing up the camera utility, and just half a second for the next one. That's fast.
And there's more good news on the video front, with 1080p HD video recording a reality, as well as video image stabilisation with temporal noise reduction.
Battery life has also been given a fairly serious bump, with 14 hours of 2G talk time possible (or 8 hours on 3G), or 10 hours of video playback and 40 hours of music.
As we were expecting, the iPhone 4S is a world phone – in other words it works on both Euro-friendly GSM networks and US-centric CDMA networks, which is good news for high-flying world traveller types.
Availability? The iPhone 4S will be up for pre-order on October 7, and will be on sale a week later. Price-wise, nothing yet on what we'll be paying in the UK, but both the iPhone 3GS and iPhone 4 will live on with price cuts, it looks like.
We were all waiting for a “one more thing” moment, of course, but the closest we got was the unveiling of Siri, Apple's new intelligent voice assistant. Don't get us wrong – it sounds impressive enough, but it's no iPhone 5.