“By now, there have been thousands of untold ‘iPhone moments,’ when the discovery of this or that feature on the insanely anticipated device provoked a moment of sudden happiness,” Arik Hesseldahl reports for BusinessWeek.

“Mine occurred after loading the device with an episode of a TV show from iTunes. I was contentedly watching, headphones in ears, when the sound faded inexplicably. A split-second later, the video paused for a ringing sound, a few notes of marimba, to indicate someone was calling. It was a nice touch, a classy, proper transition as if someone had just tapped me on the shoulder to say, ‘sorry for interrupting,’” Hesseldahl reports. “You see, it’s the little things, the thoughtful touches of civility, simplicity, and convenience that so often distinguish Apple products from those of its rivals. And the iPhone offers many of these thoughtful touches.”

Full review, in which Hesseldahl awards iPhone with 4.5 out of 5 stars and calls it “an extraordinary device with minor flaws,” here.