Unlike with the iPhone 4 and iPad launches, not much has been made of the iPod touch, nano and shuffle launch date. It's been so downplayed, that they've all sneaked into the Apple Store, Regent Street - the company's UK flagship - with nary a whiff of hoopla or shenanigans whatsoever.
Indeed, Pocket-lint's man in the field glimpsed that the new devices have hit shelves while he was in the store for an entirely different reason. So far, nobody has tried to hawk one on him, or even point out that they're now available.
Of course, that doesn't mean that the company's not proud of its new toys, far from it. Indeed, we're highly impressed by the new iPod touch here at PL Towers.
At least you can now go and try one out for yourself, rather than wait for the elusive online delivery (currently 5-7 days). Cost you anywhere from £189, mind.
Played with the new toys yet? Let us know what you think in the comments below...