Some people believe that iPhone 5, which is expected to launch in September, will be a radical departure.
Others believe it will be a more muted development.
However, when this video of a concept iPhone 5 emerged, it allowed people to dream, which is something people do better than, well, live.
So, with more than 6 million YouTubers now having stared at this thing, created by the 3D animated folks at Aatma Studio, the time has come to decide what this might be.
It's clearly not iPhone 5. It's a lot thinner than the MacBook Air and more bracingly exciting than skinny-dipping with beach volleyballers of your target sex.
Bathe in the imagination of the laser keyboard. Marvel at the ingenuity of the hologram display, which comes at you and projects itself into your life.
Yes, you might wish to wonder just what kind of battery could possibly support this amount of frenzy.
But, let's be scientific here. How possible might it be that this would be, say, iPhone 8 or iPhone 9? Just imagine if someone left this little bundle of joy in a bar. Would we ever hear the last of it? Would humanity ever be the same again?