There's plenty of content we're eager to post around the brand new iPhone 5S, not least of all a camera comparison with the Nokia Lumia 1020 and the Sony Xperia Z1. Rather than make you wait though, we thought we'd prematurely post a small portion of our comparison to answer a burning question - is the iPhone 5S True Tone flash really as fantastic as Apple claims?
The short answer is yes - if you're shooting portrait shots, anyway.
As you can see above - with samples from left to right consisting of the iPhone 5S, Nokia Lumia 1020 and the Sony Xperia Z1 - the iPhone balances clarity with white balance better than the competition. Don't believe us? Click the thumbnails for full sized samples.
Admitedly, the dual-LEDs can't rival the illuminating clout of the Nokia Lumia 1020's Xenon flash, but with its combi warm and cool LEDs, the 5S clearly delivers a significantly more accurate shot - just look at the white canopies!
So while our subject may have preferred the sunkissed hues the 1020 pulls out, or the slightly softer detailing of the Sony Xperia Z1's shot, the fact is he's every bit as fair as he looks in the left hand image.
This is just one side of the story, though. Will the iPhone win across the board in our full camera comparison? You'll have to wait and see - it's going to be a big'un. In the meantime, rest safe in the knowledge that when it comes to the flash, there's definitely substance behind Apple's story.