On first glance, the iPhone SE is unlikely to get many hearts racing – but look a little closer and you'll see it's the only 4-inch phone worth buying right now.
Ever since the iPhone 6 made the jump to the heady heights of the 4.7-inch display, the market has felt a little lacklustre for those who want smaller handsets
The iPhone SE fills that gap by bringing a great design and high-end spec to that smaller screen space. Unlike the iPhone 5C, the SE actually looks good, dropping the plastic back and offering something that feels high-end.
There is also the argument that this is a repackaged iPhone 5S. On first look, it does look like the iPhone SE is making a jump backward with the design, but under the hood it's a very different story.
The A9 processor in here, along with the M9 motion processor and a larger storage option than before. While 3D Touch isn't to be found, the SE does support Apple Pay - something the 5C lacked.
That impressive 12MP rear-facing camera is here as well, but when you get round to the front, the 1.2MP camera is still for selfies, which is a little disappointing.
While many high-end Android products don't cater for the market of smaller hands, there's also a section of the market who just enjoy using smaller phones, and embracing those people with a high-end product is going to be a big bonus.
Samsung and Sony both make some 4-inch screen phones but all of them are mid-range devices. No-one packs this kind of spec into a 4-inch package.
The closest counterpart is the Sony Xperia Z5 Compact, which comes with a 4.6-inch display and a much smaller form factor compared to a lot of its Android rivals.
The iPhone SE may not be the most exciting announcement, but news of the cheapest ever iPhone and a return to the 4-inch display is sure to excite some.
I truly hope the iPhone 7 packs more of a punch and brings with it a brand new design – but the iPhone SE is a much more exciting prospect than it first looks.