Apple describes the iOS 7 update as giving you a whole new phone, but one that you already know how to use. No word yet on how far backwardly compatible it will be - we'll keep you posted.
Control Center gives you quick access to your settings menu, while AirDrop allows you to share photos with any iPhone user in your immediate proximity - with no bumping required.
Siri is getting a whole new set of voices, as well as Twitter integration and the ability to read your iMessages out to you, while multitasking has been beefed up so that all apps can take advantage. Apps will also automatically update instead of making you faff about opening the App Store and manually telling them to get a move on.
Cars are the next big tech frontier and Apple's nod tot hat is to allow vehicles' built-in screens to integrate with the OS to read out directions and messages, as well as letting you dictate through the in-car system too.
As well as iTunes Radio, there's a newly revamped Music Player on its way in iOS 7; rather than just showing the music on your device, it also shows all the music you have stored in iCloud. There's also a new album art thumbnail overviews and it generally fits in with the OS's new aesthetic.
Apple has only gone and shown off iTunes Radio - say farewell to the iRadio sobriquet, thank goodness.
The Apple music streaming service comes with iTunes, iOS 7 and Apple TV, and will be free to all who are prepared to put up with ads, launching this fall in the US with other countries to follow in the months after.
The service works on a 'radio station' basis, building playlists of similar songs to help you find new music that's similar to the kind of thing you already like - it's a lot like what Pandora offers, and very similar to some services you'll find in Spotify apps.
Some of the more than 200 'radio stations' will be personalised based on the music that a user has downloaded, others will be genre or artist based.
If you're not big on ads interrupting your music listening, then you'll need to upgrade to an iTunes Match subscription.
How does what launched compare to what we thought was coming? See all the pre-show speculation below:
What's Apple Cooking up?
On to the pre-show speculation! The clue is in the title regarding what Apple's Worldwide Developers Conference (WWDC) is all about.
Like every year, though, it won't only be app developers keeping a beady eye on proceedings, because WWDC often provides insight into what's next from Apple.
At WWDC 2011, Apple showed off OS X 10.7 and iOS 5, along with enthusing about iCloud.
Last year was mostly about iOS 6 (including boasts about a certain mapping app that wasn't all it was cracked up to be), but also added hardware to the mix, with Phil Schiller talking up Apple's notebook range. (By contrast, the Mac Pro got a behind-the-scenes spec bump, and was pulled entirely from the EU this March.)
WWDC 2013 sold out in under three minutes, yet all we officially know about the event is that Apple likes really colourful logos. But on examining previous events, donning our speculation hat and subduing our iUnicorn wishes, we've compiled a list of what we'll see at this year's WWDC, what we'd love to see and what we probably won't see as Apple execs take the stage on June 14.
What we will see at WWDC 2013
iOS 7 preview
The banners strewn around the Moscone Center are adorned with sleek and colourful sevens. We wonder what that could possibly refer to.