It seems that speculation is always rife as to what Apple has in the pipeline for future releases.
Fans' appetites are barely sated for a few days after a major new iPhone release before rumours and leaks start emerging as to what features and specifications will come to define the next iteration of the perennially popular smartphone.
Updates to the firm's proprietary mobile operating system (OS) are just as welcome, as these can change the entire look and feel of the iPhone and iPad experience.
With this in mind, Apple's latest preview of iOS 10 has proven to be a source of some excitement, with the firm hailing it as the biggest update yet.
A major update to Messages delivers more expressive and animated ways to send simple text messages to friends, family and loved ones.
New Messages features such as balloons, confetti or fireworks can take over an entire screen to celebrate a special occasion – perfect for sending a personalised birthday greeting.
Invisible ink is a new, playful feature that only allows the recipient to see the content of a message after it has been swiped over. An added level of personalisation is also offered by handwritten notes.
Automatic suggestions have been expanded to make it easier for words to be replaced by emojis and rich links mean users can now see links and play media inline without having to leave the conversation in the app.
Photos in iOS 10 has been given a significant overhaul to help you rediscover your favourite and forgotten memories hidden away in the photo library.
This is done by automatically surfacing them in Memories – a feature that scans all photos and videos and finds the user's favourite events, trips and people, which may have been forgotten about.
These are then presented in a tailored collection – and the Memory Movie automatically edits these snaps into an animated clip with theme music, titles and cinematic transitions.
Facial, object and scene recognition is used to bring these images to the fore and is intended to make the iOS experience more personal and meaningful to the user – in addition to maintaining privacy by keeping the information on the device.
Accessing any information or apps required is also altered, with Raise to Wake steadily brightening the screen as the iPhone is lifted, making it easier to view notifications from the lock screen.
Craig Federighi, senior vice-president of software engineering at Apple, said: “iOS 10 is our biggest release ever, with delightful new ways to express yourself in Messages, a native app for Home automation and beautifully redesigned apps for Music, Maps and News that are more intuitive and more powerful, making everything you love about your iPhone and iPad even better.”