There are several points to take away from Apple's newly unveiled iPod Touch.
Foremost: Apple believes some of us still want a separate device for each of our digital needs - an iPhone for communication, an iPad for media playback and larger applications, an iPod for music and games and an Apple Watch for... we're still trying to figure that out.
While each can work perfectly well in isolation, Apple is hoping that those consumers who go weak at the knees and offer up their wallets at the sight of their half-chewed logo on a new product will splash out on a new iPod.
Secondly: Apple is all about the music these days. While the tech upgrades on the new iPod Touch bring the hardware in line with the likes of the iPhone 6 (A8 processor chip, 8MP camera, fitness tracking, Wi-Fi connectivity, a bunch of new colour options), the biggest hint to its revamp comes in the form of the software it ships with: iOS 8.4, the iOS required for Apple Music.
Rather than waiting a matter of months to reveal the new iPod range with the bright, shiny iOS 9, Apple is pushing it out now, emphasising just how eager the company is to get people signed up to its monthly subscription model.
And finally - Apple doesn't need a big fanfare to unveil a new product. In recent years, they've kept their best toys secret until they've had the chance to show it off on a stage - from a super slim Mac Book to the new Apple Watch.
While the iPod Touch certainly didn't require a podium to be released from, it could suggest that Apple is saving its next major event (due October) for what they believe will be a headline-grabbing launch - think giant iPad Pro, and/or the iPhone 6S.
You can pick up the new Apple Touch from £159. Or just keep using your iPhone.