With just minutes to go until Steve Jobs steps out on the MacWorld stage, the tech world waits with baited breath to see if the rumours of an iPod phone are worth the chip wrappers they have been printed on. But with Jobs traditionally saving the meaty stuff until the end, it could be a good couple of hours before anything is made clear.
And when the dust has settled, will we be amazed?
After all, the last time Apple did a big announcement and everyone got this excited it was to announce iPods with more capacity, a slightly smaller shuffle and a media streamer to watch stuff on TV.
But with CNN phoning up major technology news rooms to try and confirm if the so-called iPhone will be announced today, there better be something good coming from Jobs' lips.