Like it or not, Apple knows how to get worldwide attention focused on its new devices, and the latest incarnation of the iPhone is no different.
This time, however, the coverage has been as much negative as positive, thanks to the now infamous difficulties with signal quality that some users have experienced, and Apple's admission that a software bug in every handset right back to the original iPhone has been misleading users about network signal strength.
These problems have almost overshadowed the device itself, which has nevertheless proved even more popular with buyers (if that were possible) than previous iPhone models.
It may seem a little unkind to Apple, but we thought this would be the perfect time to remind everyone that the iPhone is not the only smartphone on the market.
In a move guaranteed to annoy the fanboys, and anyone whose favourite device we have inevitably overlooked, V3.co.uk proudly presents the top 10 current alternatives to the iPhone, as nominated by our team.
Palm may not have enjoyed the success it hoped for with its new generation of smartphone handsets, but the Pre is still worthy of inclusion for its webOS platform, which is arguably a match for Android or Apple's iOS in features and ease of use.
Although about the same size as Apple's iPhone, the Pre boasts a slide-out Qwerty keypad that makes messaging a breeze, plus its multi-touch screen supports gesture-based controls.
On the downside, the Pre has no slot for Flash memory cards, but then neither does the iPhone, and that has not put off buyers.
Sadly, competition from Apple and Android-based phones proved too much and, with Palm now part of HP, a question mark hangs over the future of webOS as a smartphone platform.
HTC Evo 4G
The Evo gets on the list for being one of the first 4G smartphones on the market. On the downside, this takes the form of WiMax, which rules it out for the UK market as mobile networks here are likely to go down the LTE route. But for the moment, the Evo has the fastest network connection you can get.
As a device it's around 20 per cent thicker and heavier than an iPhone, but that nets you a 4.3in touchscreen, 8-megapixel camera, decent battery life and a naff but surprisingly useful kickstand.
The phone uses micro SD for storage and an HDMI port for multimedia output. It runs Android 2.2, and looks highly specified enough to handle future upgrades.
Google's open source operating system is attracting developers, and early data suggests that Android is getting more corporate development software than Apple, but a fraction of overall app sales.
The Evo can also become a wireless hotspot, an application so popular it crashed the demos at Apple's iPhone launch.
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