iPhone launches have become such events that people line up, scream, and wail, as if this were, oh, REO Speedwagon on tour again.
Now that the fully elongated joy has been revealed, it's instructive to see all those who have attempted to eke humor from the sixth coming (even though it's called iPhone 5).
This week, those possessed of humor -- or merely possessed -- have created films that reflect their own jaundiced view of the new iPhone.
First, there was the obligatory spoof of Apple's own obligatory serious launch video.
Here are serious-looking, Apple-type people extolling the sheer speed of the phone. It's faster than Wi-Fi. Until, that is, "every asshole on the planet starts to clog up your network."
There is something almost glorious in seeing people try and prise it from the concrete, to no avail.
And yet perhaps the most surreal, the most beautifully vacuous, is a video entitled "Waiting for an iPhone for No Reason."
This is the work of someone called NotSam, who claims Rachel, the woman he interviews, is, in some way, a real person.
She is waiting in line because she doesn't want to "get ripped off by the Internet." She is sure that the new iPhone will be "really cool to use."
This movie is a quite fascinating study of character, humanity, and need.
These are just some of the attempts to make humorous hay while the Apple sun shined.
Are any of these films truly funny? It depends, I suppose, on whether you think the iPhone is truly cool.