We might have run the iPhone 5 down for its lack of new features, but the people of Twitter, at least, seemed excited by the announcement. The event attracted an average 32,000 tweets per minute, according to McGill University School of Computer Science assistant professor Derek Ruths.
That's not too much less than President Obama's recent speech at the Democratic National Convention. In total, Apple's event drew nearly as many tweets as the 2012 Republican National Convention got across three whole days.
The thinner body of the handset attracted the most attention of any of its features, at 47 per cent - far more its LTE connectivity (21 per cent), or the more powerful processor (nine per cent).