It wouldn't really feel like an Apple product launch if there wasn't some sort of technical issue for users to contend with and the release of the new iPhone X hasn't broken tradition.
The tenth-anniversary handset went on sale last Friday, but already users are experiencing problems and it looks like Apple were aware of it the whole time.
The tech giant released a support document, which it called 'About The Super Retina Display On Your iPhone X'.
In the document, it states:
"If you look at an OLED display off-angle, you might notice slight shifts in color and hue. This is a characteristic of OLED and is normal behavior.
"With extended long-term use, OLED displays can also show slight visual changes. This is also expected behavior and can include 'image persistence' or 'burn-in,' where the display shows a faint remnant of an image even after a new image appears on the screen."
Not what you'd expect from a phone which starts at £999.
However, Apple users aren't the only ones facing the problem.
Owners of Google's Pixel 2 XL smartphone are experiencing similar problems, although they have the additional problem of poor colour calibration to contend with.
Still, Samsung's Galaxy S8 is one of many Samsung products using the same type of screen and so far, there is no evidence of similar problems in that device.
Meanwhile, SquareTrade, a company that provides extended warranties for electronic devices, has crowned the new Apple handset the "most breakable yet", after putting it through a series of tests designed to measure its durability.
SquareTrade claimed that the iPhone X broke on its first drop and that its glass back and lack of a home button made it the least sturdy iPhone to date.
"Not only did the iPhone X's glass shatter when dropped on its front and back from a height of six feet," said SquareTrade, "but the display also malfunctioned.
"Keep in mind that pocket height for most people is about three feet."
However, many other YouTubers have been putting the new phone through its paces with varying results.
EverythingApplePro placed the iPhone X in a 20-foot tube of water for 35 minutes without any signs of liquid damage, while JerryRigEverything scratched the iPhone X with a knife, including the cameras, stainless steel frame, and Apple logo. He also tried to bend the device, without much success, and to burn the display with a lighter.
Featured Image Credit: Apple