One million phones sold in 24 hours. Let's face it – there's really only one phone we could be talking about here, isn't there?
Yep, it's the iPhone 4S. The disappointing iPhone 4S. The “yeah, but it's not the iPhone 5” iPhone 4S. Can you imagine how many Apple would have shifted by now if it was the iPhone 5?
The thing is about Apple fans is they grumble and groan for a few minutes when they discover that their beloved brand's latest effort does not in fact bend time and space, but then pull out their credit card and lay down a thick wodge of cash all the same, because they wouldn't want to be caught with last week's gadget this time next week.
Not that we have a problem with that – after all, Apple remains the only mobile manufacturer that can actually announce something new and have it on sale within a couple of weeks in the first place, so more strength to it, we say.
But still, a million in 24 hours is some going. As Apple itself helpfully informs us, that easily outdoes the iPhone 4's 600,000 sold in the opening day, and has already seen the typical 1-2 week delays we became so used to seeing against the iPad 2's pre-order pages already become the norm for the new iPhone.
And all that for a phone that pretty much looks just the same as the old one. We never thought we'd say it, but it seems substance can still get the job done on its own. Of course, iPhone lovers will tell us the style's been there all along.