“One more thing,” he says, the words big on the screen behind him, the audience holding their breath and hoping it will be a big Apple TV, or a new computer, or some new device that the world hasn’t seen coming and never will, bringing Apple back to the glorious status it has held for so long.

“The world is beginning to catch up to us,” Schiller says, “but–” he raises his hands, “the Apple you know is always one step ahead.

“And this year, we’re not just one step: we’re five.”

A hush goes over the room, the room goes dark, and the audience – made up of journalists eager to report, enthusiasts eager to cheer, and analysts eager to criticise – stops typing, except for the few live bloggers who have just written ‘Phil says Apple is five steps ahead. Lol.’ on their websites.

The lights come back up and Phil is holding a device no one has seen before. It looks like an iPhone, but yet it’s thinner, with a larger screen, and there’s no physical button.

“This is the iPhone X,” says Schiller, and the screen behind him changes to a slide showing what he’s now holding up, with the words, ‘The future today’ printed on it.

“We went back to thinking different,” Apple’s lead man says. “We’re thinking of the future.”

He pauses for a second to let that sink in, and then continues.

“The iPhone X is thinner than any smartphone that has come before it, at 5mm thin,” he says, holding the attention of everyone in the room. “To get it this thin, we’ve had to do something no other manufacturer would do: we removed the headphone jack.

“Now if you’ve grown up in a world that Apple helped create, you already exist on Bluetooth headphones, so we’ve taken away the very thing that stopped us from shrinking the phone to be even slimmer.

“Near-Field Communication is in this device too, for easy headphone pairing with devices that support it, and if you need to desperately add the 3.5mm headset, say your headphones are out of power or you want to plug into wired speakers, we’ll be releasing a Lightning to 3.5mm headset adaptor.”

Frantic typing is heard in the room, but not a single person coughs, letting Phil say how the world will begin to see smartphones differently.

“The screen is bigger at 4.5 inches, and for the first time in Apple’s history, the button is gone,” he continues. “Rather, a touch button is always roughly where the button is at the very bottom of the screen, just where the bezel is.