Apple has released a battery case for iPhone XS, XS Max, and XR models, the first time it has done so since the iPhone 7.
It's also the first for the larger models, aimed at those that need more power throughout the day.
At first we wondered who might need such a device? Who could warrant making their beautifully crafted iPhone look so ugly in exchange for more juice? Then it dawned on us: influencers and Fortnite gamers.
While most of us will be more than happy with a day's worth of battery on the iPhone XS or the day and a half's battery on the iPhone XS Max, influencers and gamers are likely to be the biggest users of power sapping apps out there.
For influencers, the extra power is likely to be welcomed whether it's for filming video in 4K or checking numerous social media feeds, such as Instagram, Facebook, Twitter and Snapchat. Staying in touch with others has a huge demand on your battery life.
You only have to look at the battery usage page on your own iPhone (Settings > Battery > Usage) to see that anything that constantly requests you refresh will gobble your charge faster than contestants in an eating competition.
Twitter, Facebook, Mail, Slack, Instagram... They are all guilty of munching away at battery life, just so you can stay in touch or alleviate the boredom. In fact, if you look closely, you'll probably find that using the phone call functionality of your, ahem, phone is fairly low down on the list.
The other power users likely to benefit are gamers. Fortnite users will tell you how much the game can drain the battery. That constant connection, those graphics, the hours of gameplay - a battery's worst nightmare.
Thankfully, Apple's Smart Battery Case can solve power outage woes. It's a fairly simple solution too, being a silicon case that slips over your iPhone like a comfy slipper.
There's no denying that extra charge comes at a price, though; the Smart Battery Case adds a serious girth and weight to your thin iPhone in a way that makes it considerably harder to slip into your jeans pocket.
The "bump" that protrudes from the back is a massive battery that will give you at least a whole day of charge in addition to what the phone already offers, but it's no looker. It will, however, constantly charge your iPhone until it itself has run out of juice.
Unlike previous Smart Battery Cases from Apple, this one includes wireless charging too, making it easy to charge on a wireless charging pad without having to take your phone out of the case. It's intelligent enough to charge the case and then the phone when placed on a charging mat.
For those without wireless charging, the Smart Battery Case still lets you charge it via a lightning port, all the while allowing you to see how much battery you have via the software battery widget on your main Home screen - accessible via a quick swipe to the right.
We suspect that, unless you are a heavy social media hound or a hugely obsessive Fornite fan, your iPhone XS, XS Max and XR battery is good enough, allowing you to get to the finish of your day without having to worry about looking for a plug socket.
Perhaps there really is a price to pay for being an influencer after all.