Apple has had the phone-buying public in a wriggle-proof headlock for nearly a decade now, and not a single contender has even come close to wrestling us from the California tech giant's glossy, high-spec armpit in that time.
But now Google are here to give it their best shot, in the shape of the newly announced Pixel smartphone (and it's bulkier brother, the Pixel XL).
But does it stand a chance against Apple's mighty, battle-worn warrior? Let's have a look at what we know so far:
Display & Looks
Firstly, before you even ask: it has a headphone jack. Chalk that up as a win already.
With a 5-inch 1080p display on the Pixel and a 5.5-inch Quad HD panel on the XL (both built by HTC), it all looks very crisp and nice, and both are bigger than the standard iPhone 7. The pixel density is also higher (kind of had to be though, didn't it?) at 441pi.
In terms of appearance, it's all very iPhone-ish. No surprise there.
The Pixel will come with Google Assistant – which is, by the sounds of it, a more sentient Siri. At the present time it doesn't seem that different, but it's a function that Google are putting a lot of focus on. The company has said before that they want to create a personalized Google for each user, with a strong focus on patterns and preferences.
So, a bit scary when you think about it. We kind of prefer Siri's bumbling uselessness, to be honest.
The rear camera has scored an 89 in DxOMark, the highest rating ever. It has a 12.3-megapixel resolution (iPhone 7's is a frankly pathetic 12- megapixels) and Google boast that it has "the shortest capture time on any mobile camera ever."
This is where the Pixel really packs a punch. It's compatible with Daydream – Google newly announced virtual reality headset. The closest you can get to virtual reality with your iPhone is smashing it against your eyes and hoping that the inevitable headache impairs your peripheral vision.
The Daydream View VR looks very nice and swish, but Google have previous with underwhelming eyewear, and we can only hope that this isn't another debacle of the Google Glass variety.
At £599 for the 32GB model and £699 for the128GB, it's exactly the same price-point as the iPhone.
Which is a surprise, really - especially after the recent revelation that Apple spend a mere £174 to make each iPhone. You'd think that Google would attempt to gain some ground as the fairer, more price-appropriate option. Apparently not.
Will they come to regret their ambitious selling price? We'll have to wait and see.