Aside from the device itself, one of the revolutionary creations that Apple has revealed during the iPhone 5 announcement was the website itself.
For those of you who haven't seen it, there appears to be a animation of the iPhone 5 video. But as observers have pointed out shortly after its launch, it isn't really a video.
Jonathan Christopher]via1 has stumbled upon this write-up by dbloom from HackerNews which explains the unique technique.