NeoBytes :) is an occasional feature that takes a step back from the big headlines, to take a look at what else is happening in the vast, scary expanse of the tech world - often with a cynical eye, always with a dose of humour.
Is it just us, or are Apple launches just a bit less magical than they once were? Perhaps it's all the leaks that seem to plague Apple devices as much as its rivals these days; it does take away much of the excitement of the official reveal.
Still, it doesn't really matter what we think about the announcement itself; a new iPhone sells itself, and with not one, but two, new iPhones expected to be announced, Apple will, let's face it, be selling handsets at an insane rate regardless of our loss of awe over the whole event.
And let's be honest - the launch of any new iPhone is an event in itself. Android has the lion's share of the smartphone market, but it's the iPhone that enjoys the greatest profits, and which arguably has a greater influence on the market as a whole than any other single handset out there.
And of course, that makes it ripe for parody - and iPhone Launch Day is the perfect day to share this vid, poking fun at the launch of the new iPhone 5S and 5C. There are a few lines in the video that made us giggle - so be sure to take a couple of minutes to watch it, before you go and join the queue down at the Apple Store: