Despite its well publicised outage pre-Xmas, Sweden's most popular export since - well, Spotify really - remains the #1 global choice among Voice over Internet Protocols (VoIPs), attracting over 30 million downloads on the App Store alone.
And now that Skype has seen fit to update its free iPhone app with video chat functionality over wi-fi AND 3G, its popularity is set to skyrocket once more.
For hardware reasons, outgoing video calls via Skype are limited to the latest iPhone models and iPod touch 4G, though owners of an iPad or iPod touch 3G can still receive a video feed.
Should one of your Skype buddies attempt to contact you whilst you're busy playing Real Racing 2, Apple's push notification service will alert you of the call in the time honoured tradition...with a ring.
You can then keep the conversation running happily in the background, as you career into the final apex for that cherished chequered flag.
In Macworld's opinion, Skype's "near CD-level audio quality puts a regular cell phone call to shame."
Dial up Skype from Apple's marketplace now for zilch and place a video call to Timbuktu within seconds.