The new jet black colour option is one of the most notable design features of the iPhone 7, but it's also one you'll have to keep hidden.
That's because it scratches easily, Apple has admitted. So easily that it recommends you keep it in a case, hiding that high-gloss finish that Apple was so keen on bigging up.
The revelation came to light on the iPhone 7 product description on the Apple site.
In the second point of the small print, Apple writes: "The high-gloss finish of the jet black iPhone 7 is achieved through a precision nine-step anodisation and polishing process.
"Its surface is equally as hard as other anodised Apple products; however, its high shine may show fine micro-abrasions with use.
"If you are concerned about this, we suggest you use one of the many cases available to protect your iPhone."
For us that kind of negates the point of having a high-gloss finish. You could have any colour in the case, and everyone would be none the wiser.
The jet black finish is only available on the 128GB and 256GB models of iPhone 7. The handset also comes in matte black, gold, rose gold and silver.
What's new with the iPhone 7? Find out with our head-to-head comparison with iPhone 6s.