Unboxing, for those of you who don’t spend all day on gadget blogs, is the practice of taking a thing out of a box, taking photos of the whole process and posting them as a news story. It’s very popular and to me, completely incomprehensible.

Fast forward a few months.

Apple’s latest iPhone is not just out: it’s in your hand.

You take it home, carefully open the packaging and there it is, glistening in all its gadgety glory.

What now? Do you (a) start playing with it immediately? Or (b) drop your trousers and rub yourself against the cardboard box for a few hours?