It feels like we've been building up to the iPhone 5 launch forever, partly because of Apple's decision to call last year's new model the iPhone 4S instead of the perfectly logical name iPhone 5.
Even without that, it's been a big build up. A very big build up, in fact the kind of build up you'd associate with... oh, how about “the biggest upgrade in consumer electronics history”?
If you're nodding your Apple-shaped head in approval right now, rest assured – you're not alone. Topeka Capital analyst Brian White thinks so too, and he's actually paid to say these things (though not by Apple, despite what it looks like).
If Apple was a religion (what do you mean if?) White would clearly be one of the 12 Apostles, or their go-to analyst guy anyway. His Apple-related predictions are regularly among the most optimistic in analyst-land, and considering even the naysayers are expecting the new phone Tim Cook will unveil in San Francisco tomorrow night to be Actually Quite Good, White has been in his element.
He's not just a man for idle superlatives either. He's got numbers – big numbers. While the iPhone 4S managed a frankly pathetic 1 million pre-orders in its first 24 orders, the iPhone 5 will manage 1.3m to 1.5m, and it'll trump the iPhone 4S' 4 million opening weekend unit sales with a far loftier 5.5 million.
Overall, he says, the iPhone 5 should sell between 10m and 12m units by the end of the quarter – September 30th, in other words. Yes, that's right: a phone that hasn't even been announced nearly halfway through the month will have sold upwards of 10 million units by the end of it. How do you like them apples, Stephen Elop?
Whether you're a fan or not, one thing we can all agree on at least is that come tonight it'll all be over and we won't have to think about iPhone rumours for a few... well, days. And for that small mercy I for one will be truly grateful.