While most were eagerly anticipating yesterday's Apple keynote for a first glimpse of the iPhone X, for others, it was all about the inevitable fall out of memes.
For those who had been following the buildup closely, speculation surrounding the handset-cum-super-computer's price had been one of the biggest talking points. Several sources suggested the X would be priced similarly to a secondhand car — which turned out to be the case. Naturally, the Twittersphere was stunned.
Below, we've rounded up the best memes in reaction to the exorbitant price tag. Peep them, and then add your own in the comments.