Who'd be Steve Jobs? You come up with a new iPhone and before you can announce it someone leaks all the details. At yesterday's World Wide Developers' Conference, Jobs acknowledged the fact that the look of the phone had already been made public, adding 'Believe me, you ain't seen it'.
He then went on to list the unseen extras that hadn't leaked, from the fact that the screen has four times the resolution of the last one, to the sight of the very cool white iPhone with all white front face.
He talked about iBooks for iPhone and the way, when you buy an ebook you only have to buy it once and you can read it on your iPhone and iPad. It'll even synchronise your bookmarks and notes between platforms and let you read PDFs on the screen, too.
And though the front-facing camera had already been outed, FaceTime, the video calling program, had not. It proved in our brief hands-on experience of the phone to be quite the stand-out: easy to set up, intuitive to use and with such great results it actually raised the possibility of popular video calling for just about the first time.
The iPhone 4 looks and feels stunning, its smooth, flat glass front and back making the phone seem impossibly cool and stylish, the stainless steel edging solid and functional: industrial chic.
The fact that the chip that powers the new phone is the A4, Apple's super-fast processor used already in the iPad, means this is a blazingly fast phone, with programs launching instantaneously and web pages building fast. Just as there was a big step up in speed from the iPhone 3G to the 3GS, there's another massive step forward here.
We'll be reviewing it in detail as soon as we can get our hands on it, but it's definitely the smartest, sexiest iPhone yet.