Last week, I discussed the ho-hum reception the specification-obsessed media gave to Apple's unveiling of the iPhone 5.
But when the green flag dropped, eager shoppers didn't hesitate to slam down their credit cards.
On Monday morning, Apple said that iPhone 5 pre-orders topped 2 million within 24 hours, more than double the previous record set by 2011's iPhone 4S. AT&T also chimed in, saying it was the fastest-selling iPhone in history.
And then on Tuesday evening, reviews started hitting the news wires, indicating again that Apple products are not about megahertz and gigabytes and pixel density. They're about the magic of a well-designed and highly functional package, which are the only things that matter to the mass market.
There's no shortage of gushing praise for iPhone 5, but SlashGear summed the device up best:
"Right now, the iPhone 5 has the best balance of everyday usability and performance, without the distraction of functionality that is clever but unintuitive. It's an area in which Apple excels, and it's the reason the iPhone 5 is one of the best smartphones on the market today."
Now if you're interested in tracking iPhone 5 sales going forward, I recommend an easy trick to identify a big-selling smartphone.
Simply go to Apple's, AT&T's and Verizon's websites, and watch the shipping times. The longer it takes them to ship an iPhone, the greater the demand. It's that simple.
On Apple.com, the estimated shipping date went from two to three weeks on Monday to three to four weeks on Thursday. I think we can all agree on what that means - good news is coming.
Michael Comeau is a columnist and buzz editor at Minyanville.