Finally. After months of speculation, rumours, and dodgy-looking leaked photos, Apple made the iPhone 5s and 5c official last night. And they didn't disappoint.
The 5s is the range-topper, with a natty new A7 chip promising 64-bit performance. It also features a fingerprint scanner, which should make it more secure, and let you buy things online without having to enter a password.
The 5c, meanwhile, is the more colourful of the two. It'll come in five hues, with a host of cases offering dozens of colour combinations.
So where does this leave the Google Nexus 5?
Google is expected to announce its next handset any day now. It recently dropped the Nexus 4's price on Google Play, and it turns out this was a clearance sale, with the 8GB version not coming back in stock.
The Nexus 5 also leaked in a video promoting KitKat, the next build of Android. All of which hints we'll see the handset break cover very soon indeed. But what will it need to do to beat the new iPhones?
Rumours say the Nexus 5 will feature a Nikon camera, which could help it outdo the iPhone 5s's new and improved imaging skills.
Google's Vic Gundotra previously said the company is committed to making Nexus handsets with "insanely great cameras", so this would fit.
The camera is one of the most-used features on modern smartphones, so it'd make sense to improve image quality, rather than just cram in more megapixels.
Google now owns Motorola, and it could use some features from that company's handsets in the Nexus 5.
The main selling point of the Moto X is the Moto Maker software, which lets you effectively design the mobile yourself. Fancy a wooden finish? It's yours. What about a mix of garish colours? Why not. (You'll have to take our word for this, as it's only available in the US at the moment.)
Apple is dipping its toe into this water with the iPhone 5c, with its five colours and range of cases. But its dozens of colour combinations isn't a patch on the Moto X's hundreds. If Google can bring Moto-X-levels of personalisation to the Nexus 5, it'd really put some distance between it and the iPhone 5c.
Just before the new iPhones were announced, a rumour said Apple was testing handsets with screens ranging from 4.8 inches to 6 inches. The 5s and 5c are still only 4 inches, which is pretty small by today's standards.
The Nexus 4 has a 4.7-inch screen, and rumours say Google will up this to 5 inches for the Nexus 5.
If it can keep the size up, it'd be a real feather in its cap against the iPhone. Especially as more and more people are watching TV and movies on their mobiles, when bigger screens come into their own.
Finally, pricing is a key consideration when buying a new smartphone. And it's there for Google's taking. The 5c was expected to be a budget iPhone, but with a price starting at £469, it's anything but.
The Nexus 4 was just £239 when it launched, which is amazing value. If Google can keep the price down, the Nexus 5 will be a real rival to the iPhone, rather than coming in second best.