Apple product releases have managed to turn the fairly staid act of telling people what stuff you're about to sell to them into a high concept media frenzy.
Somehow the relatively uninspiring advances in mobile phones have become huge media events, largely because of the intrigue around new features, the anticipation of new items and the simple fact that other people are interested.
Unfortunately for Apple, who pride themselves on running a tight ship, one of their supply chain analysts might just have blown the lid on all of their releases for the next year.
Ming-Chi Kuo, a high-level Apple analyst, has given details on six new products that the tech giant have planned for the coming 12 months.
According to MacRumors, a website that deals in, well, rumours about Macs, Apple fans can look forward to three new iPhones in 2018. Specifically, a second-generation iPhone X, a larger 6.5-inch version referred to as the 'iPhone X Plus', and a 6.1-inch 'budget version' of the iPhone X.
Kuo expects the 6.1-inch iPhone to be available for purchase in September, despite entering mass production later than the second-generation iPhone X and so-called iPhone X Plus. The upshot of this is that there will be three new iPhones will be both announced and released in just over two months' time.
Kuo adds that the 6.1-inch iPhone will provide an incentive for customers with older iPhones to upgrade, as it has similar features to the iPhone X but will retail at a more competitive price - believed to be between $600 and $700 (£460-530).
Alongside those headline releases, Kuo reports that new iPads with Face ID technology, lower price MacBook Airs and larger display Apple Watches will also hit the market.
Apple, who make the majority of their products in China, are confident of avoiding the pitfalls of the current trade dispute between Donald Trump and Xi Jinping.
"We believe it is unlikely that Apple will be directly impacted by the trade war because it plays an important role in both China and US economy," said Kuo.
"It is worth monitoring whether Chinese consumers will reject buying Apple's products due to anti-American sentiment."
Apple's steady stream of profits is set to continue as well, according to Kuo.
"In the high-end market, Apple's real competitor is itself, which implies that it needs to offer new models that appeal to consumers to boost replacement demands," he said.
"We attribute the iPhone's slow growth in recent years to there being no significant replacement demands boosted by new models after the iPhone 6.
"We believe that Apple is still the leading company in the consumer electronics sector and has surpassed its competitors by a wide margin in terms of innovative user experience and ecosystem development.
"The leading advantages will benefit it when innovating with new applications
Featured Image Credit: PA