The cult of Apple can turn anyone weak at the knees.
Such is their mastery of the press that they've even turned events where they announce what are effectively small upgrades and features that have been around for years on Android devices into unmissable hype-filled summits on a par with the Potsdam conference.
It's an easy sport to laugh at those that believe the spin, assuming that every new Apple device is the best thing since someone learnt how to run a knife through a loaf of bread - but that doesn't make it any less fun.
Jimmy Kimmel sent a reporter out onto the American streets armed with an original, first generation iPhone, released back in 2007 and told the uncritical public it was the new Apple iPhone 6S. You can probably guess what happened next, but it's hugely entertaining...