Bigger, better, sleeker and faster
Despite record sales, Apple was heading for a fall. Not this year, or the next. But the brand had been trading on the same phone for four years and something big was needed to keep it current.
So with that, the iPhone 6, and its bigger brother, the iPhone 6 Plus, were born to keep Apple at the sharp end of a market that was starting to lust after powerful, big screen smartphones with clever and premium design.
Everything we've heard so far about the new iPhone 6
The new iPhone could be one of the most pivotal devices in the Cupertino brand's history - with the iPhone 5S and iPhone 5C simple updates to previous models, there's a lot of pressure heaped on the iPhone 6.
As per usual, the internet is awash with rumor, speculation and downright lies over this next-generation handset, which is why we spend our time trawling through each nugget of info, debating its merits and curating it into this easy-to-read hub for all things iPhone 6.
According to a survey of 4109 US consumers the iPhone 6 is the most anticipated Apple smartphone ever, with interest easily outstripping that of the iPhone 5S and iPhone 5.
We've already been given a small sneak peak at what Apple may have in store for us on the iPhone 6 thanks to the announcement of iOS 8 at WWDC - from a bigger screen and camera to health monitoring and more storage.
What iOS 8 tells us about the iPhone 6
Some of you might have been expecting the iPhone 6 to have debuted in 2013, but given the iPhone's history - from the 3G onwards, there's always been a half-step S model before the next numbered iPhone - we were never going to get the 6 until 2014.
In fact, it will technically be the iPhone 8 when it finally launches... but hey, who's counting these days? It's unlikey to arrive alongside the new iPad, which is expected a few weeks later in October.
One thing is for sure, with the Samsung Galaxy S5, LG G3, Sony Xperia Z2 and HTC One M8 now out in wild, Apple needs to be on its game with the new iPhone - and many believe a bigger screen is simply a must.
iPhone 6 reviewThe phone fits very well in the hand
But while the iPhone 6 has answered a lot of the problems I've had with previous iterations of Apple's handsets, there are still some issues that still swirled when I handled the phone for the first time.
Why has Apple decided to not join the masses with a really high-res screen? Why is the iPhone still the most expensive on the market? Has it done enough to improve the quite dire battery life of previous models, especially at a time when many high-end Android phones are easily chugging through a day's hard use without thirsting for a charger's caress?
Let's take a quick look at the price - and it's not pretty.
In the UK, you're looking at £539 for the 16GB version, £619 for the 64GB option and £699 for the 128GB model. On a decent contract these start at around £45 per month, with roughly £100 for the Normal phone up front, although you can shop around and get it for slightly less if you stray from the main networks.
That's a lot more than the competition, with most high-end contracts topping out at £38 for the main rivals, with less up front too.
In the US, the Apple iPhone 6 16GB is $199 on contract, 64GB comes in at $299 and the 128GB at $399. If you're planning to go off book, then it's 16GB at $649, 64GB available for $749 and a whopping $849 for the 128GB model.
Let's take a look at the first thing most people will wonder about before picking up the iPhone: how will it actually feel in the hand?
This is a big departure for Apple, marking a time when it's admitted that the industrial, sharp design of the last four iPhone models is a little outdated and needs to up the ergonomics to really compete.
iPhone 6 reviewThe iPhone in Space Gray
You can pick up the iPhone 6 in Space Gray (the colour I've had on test here), or the more standard silver or gold. Whichever one you want is up to you, but there had better not be a shortage of the champagne gold colour again this year.
That made me sad to see so many clamouring for a colour just because it was hard to get hold of.