Wednesday's launch of Blackberry's BB10 is the latest salvo in the Smartphone wars, an ongoing technological cagematch for handheld supremacy that's been raging since Nokia first released the 9000 in 1996.
And with every new release comes an increasingly dizzying array of features - predictive text, voice recognition -that bring us closer and closer to a phone that's smart in fact as well as name. One that knows what we want before we do.
The question is, do we want a truly "smart" phone? Because we're just as likely to end up with this.