The roll-out of Apple's new iPhone 6s is a good reminder about how obsessed we've become with our gadgets.
According to Deloitte, Australia is one of the leading countries in smartphone addiction.
Estimated to be on our phones twice every hour and up to 110 times a day -- our addiction even ranks ahead of the US and the UK.
You could go on and on with the stats but the fact is, we all know we have our heads down and eyeballs glued to our phones more often than we should.
So, while it's fun checking out your new gadgets today, don't forget to look up.