It's common knowledge that Apple products inspire a cult-like following, with many fans happy to queue for hours, if not days, for the latest iPhone.
However, this obsession has reached new heights with the news that an iPhone 6 is being sold on eBay for over $88,000 - around £55,000.
The reason for this frankly insane price is that the 64GB iPhone 6 is a prototype that was accidentally delivered to its current owner by US-based American network provider Verizon.
Seller kimberlyk1018 has seen an opportunity to turn this mistake to his or her advantage, stating to potential buyers that "this is a once in a lifetime opportunity".
The phone itself offers little over a non-prototype version, other than featuring a red Lightning port and running in developer mode. It also lacks iOS 8, which has caused problems for Apple and iPhone users.
Kimberlyk1018 cannot even guarantee that the phone will make calls or whether its camera will work, but that has not stopped over 170 bids from what must be Apple fans with very deep pockets or irresponsible credit card limits.
However, the opportunistic seller is offering the following assurance: "I am also giving a 110% guarantee on this being an authentic Apple prototype device."
Clearly a generous soul, Kimberlyk1018 emphasised that free shipping is available providing the price exceeds $4,000.
The Telegraph raised questions about the legality of selling such a prototype, particularly as charges were brought against two men in 2010 who sold a prototype of the unreleased iPhone 4 to technology website Gizmodo. The late Steve Jobs even went so far as to accuse Gizmodo of extortion, although a lack of evidence scuppered potential criminal charges.
But the newspaper does not question the sanity of anyone willing to pay £53,000 for a phone that costs £619 when not in prototype guise.
As expected, Apple has not commented on the sale.
On the flipside, these enthusiastic bidders may be looking at their potential purchase as an investment in an incredibly rare version of a smartphone that they can sell on in the future like a piece of high-tech art. The world holds its breath.
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