There's no arguing that this demo video of Quest Visual's new realtime iPhone translating app, Word Lens, isn't startling.
But whilst the technology is impressive, we do urge a bit of caution - we've tried the app ourselves and it didn't work nearly as smoothly as it seems to in the video.
But, we were only trying the free "reverse words" option within the app though, and not the premium Spanish to English translation pack, which will cost you £2.99.
Maybe if you part with your money, you'll get a better experience. Hmmmm.
Word Lens, according to the official blurb at least, "instantly translates printed words from one language to another using the video camera on your iPhone. No network delay, no roaming fees, and no reception problems".
It works by looking up words that you show to it through your iPhone's camera lens, checking them in a dictionary and then showing you them in an AR style display.
It's a bit like Google Goggle's translation feature, but on steroids.
The Word Lens app itself is free, and is in the App Store now. There are currently two translation packs, Spanish to English, and English to Spanish. These are priced at £2.99.