Who could possibly forget the moment a poor bloke dropped his brand new iPhone just minutes after buying it live on TV?
While most people would wait to get home to open their new piece of tech (or at least get to their car), this man was encouraged to open it there and then by an Australian reporter from 9News.
The cringe-worthy moment happened back in 2014, when the new Apple phone at the time was the then-highly anticipated iPhone 6.
Amid the hype of the iPhone model being released, the Aussie news reporter decided to interview the man who was the first to purchase one.
The poor fella was apparently struggling to open it up in front of the camera (as we all know those pesky iPhone boxes never openly smoothly) and, when he finally gets it open with a bit of oomph, he drops it.
That alone is soul destroying, but adding salt to the wound was the crowd of people watching as they all mocked him.
Anyone get flashbacks of when someone dropped a plate in the school dinner hall and everyone felt the need to shout 'wheeey'?
Nervously, the Aussie chap picks up his phone and insists that it's 'all good' as there - luckily - doesn't appear to be any damage.
The gobsmacked reporter went on to say: "I'm not quite sure what to say right now."
The standard edition of the iPhone 6 cost £529 upon its release, while the iPhone 6 Plus cost £610.
Fast forward to 2023 and the brand new iPhone 15 will soon be hitting shelves.
The newest edition of the phone, of course, comes with newer and fancier features - including being able to track your pals to their precise location.
Apple's Vice President of hardware systems engineering, Deniz Teoman, explained in the keynote address that the second-generation ultra Wideband chip will help connect people who might be trying to find each other.
Deniz said: "Ultra Wideband is getting even better this year because just like Apple Watch, iPhone 15, has our cutting-edge second generation Ultra Wideband chip.
"So iPhone 15 can connect to other devices with this chip from up to three times farther away."
He continued: "This chip also opens up a completely new way to use Precision Finding on iPhone 15 to find your friends.
"When you're in a crowded place like a train station or a farmer's market, and your friends share their location, you'll be guided right to them, with clear directions and distance.
"It's built into Find My, so it has all the same privacy protections that users have come to trust."
Compared to the iPhone 6, the iPhone 15 will set you back an extra £270, with prices beginning at an eye-water £799.
Meanwhile, for the iPhone 15 Plus, you'll need a spare £899 lying about.
The new iPhone, Apple Watch Ultra 2 and AirPods Pro 2 officially launched in Australia today - and here's hoping that same news reporter wasn't stood outside any of the stores...