There’s just a day until Samsung finally unleashes its Galaxy S4 smartphone in New York.
Despite that, it feels as if the next-gen Android effort has been with us for months.
That’s thanks to a combination of studious leaks, rumour round ups and tech critics falling over themselves to proclaim it as the device to finally push the iPhone out of the limelight.
But as with Apple’s always heavily anticipated handsets, the question is whether the Galaxy S4 can really live up to all the hype surrounding it.
It’s become de rigeur in recent years to dismiss Cupertino’s keynotes as damp squibs, let-downs that don’t match the excitement created in the lead-up to launch.
Escaping this curse will be particularly tough for Samsung.
So much energy has been expended across the tech press in building-up the Galaxy S4 that there are unlikely to be many shocks in NYC.
We pretty much know that it’ll have a close to five-inch screen, will offer the newest Android software and come loaded up with features that slightly best rival efforts from Sony and HTC.
What Samsung will have to do is dress the device up in a package that can cause the same clamour that’s been surrounding it ahead of launch.
Invariably, this is an impossible task. Just ask Tim Cook and co.
The iPhone 5 might have sold by the bucketload, but it was hard to find anyone who didn’t find the whole launch a bit lacklustre.
The pressure on the world’s biggest tech companies to produce phones that can leave consumers and the wider public agape is so intense that disappointment when they don’t manage it is natural.
That’s not to say that the Galaxy S4 won’t become a bestseller.
With Samsung’s huge marketing budget and the level of hype in the past few weeks, that’s a nailed-on certainty.
It’s just that when the dust settles down, in a week or so, everyone will realise what we’ve been dealing with.
Not a life-changing device. Just a very good high-end smartphone.
The sales figures will doubtless bear out the fact that the Galaxy S4 is one of the most in-demand smartphones ever.
It’s unimaginable that it won’t sell like wildfire in its first few weeks.
Perhaps, though, we need to use these final 24 hours before launch to remind ourselves that the world of technology won’t be irrevocably changed tomorrow evening in New York.
If things get too much, remember this: It’s only a phone.