Since launching the device in 2007, Apple has sold 108.6 million iPhones.

WSJ: Apple Preparing For New iPhone in Third Quarter

The PSP has been no slouch in the sales department: Since launching the device in 2005, Sony says it has sold more than 23 million units in North America and 67.8 million worldwide.

FORBES: Sony Cuts PSP Price, Throwing Down The Gauntlet At Nintendo

The device is launching commercially today.

FORBES: The DNA Sequencer That Could Go To Mars

As the industry matures, glitzy launches of new products are a diminishing part of the show: HTC launched its new device the week before, Samsung is launching its new phone later this month in New York.

WSJ: Mobile Industry Sees Shift in Innovation

Also launching in the same timeframe will be the Samsung Eternity II, a device BGR had mentioned back in June.

ENGADGET: Sony Ericsson Xperia X10, Samsung Eternity II hitting AT&T in the coming weeks?

Rather than impress people with device specifications or cut-rate prices, they can shine by deftly launching this new iPhone.

FORBES: Verizon Meets Expectations With iPhone, Next Needs To Exceed Them

He goes on to say that the iPhone initially "won't support 3G, " though it's not clear whether he's referring to the device that's already out or the one that'll be launching in Europe any day (or week or month) now.

ENGADGET: Vodafone talks up Samsung F700, plays down 3G-less iPhone

Even Nintendo, which is launching its HD Wii U later this year, waited until E3 2011 to show off the device.

FORBES: Zero Percent Chance Sony Will Show PlayStation 4 At E3 2012

It will also be launching new dual core, LTE enabled devices soon, which will bring it neck to neck with new Android device and the new Apple iPhone 4S. It is also pushing its partners to up their marketing and ad spend to boost Windows Phone sales numbers.

FORBES: Windows Phone Has A Rough Rookie Year, No Sweat For Microsoft