The very first iPhone 6 ever bought was swiftly dropped, it's been reported.
We all know that sickening feeling when hundreds of pounds worth of miniature electronics, glass, plastic, and metal slips from our hands and heads for the floor.
In Jack Cooksey of Perth, Australia's case, that sickening feeling will have been even more pronounced.
He holds the acclaim of being the first person in the world to stroll into an Apple store and purchase an iPhone 6. The trouble is, his very first action was to drop his new 4.7-inch phone on the cold, hard floor.
The moment was caught by an Australian news crew. Cooksey had just opened the small white box when the top-loaded phone - which starts from £539, lest you forget - slid out of the side and met the concrete pavement.
As the rest of those queueing up for their fresh slice of Apple gasp in the background, the scrabbling Cooksey is heard to say "It's all good," before nervously picking at what looks to be his space grey iPhone 6's first ever screen crack.
If nothing else, it serves to show that while the screens may be bigger and the insides more powerful, the new iPhone is still as slippery as ever - and likely still as incapable of surviving a drop onto a hard surface unscathed.
Early drop tests have certainly suggested that Apple's provision of ion-strengthened glass doesn't seem to have done much for its shatter resistance.
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