With the top-end model costing £1,149, customers are paying a premium to swap their fingerprint sensor for a facial scanner and the ability to make an animated monkey or poo emoji copy their bemused looks.

In opting to refer to the model as "ten" rather than "x", the firm has also thrown its naming convention into a bit of confusion - will there ever be an iPhone 9 - or indeed IX?

Of course, that's a problem for another day. And the internet has had plenty else to chew over in the meantime...

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