There's always a certain amount of excitement when Dyson launches a new product, although on the surface, Sir James' latest offering is less exciting than usual: an air purifier that looks almost exactly like one of its full-sized household fans.
But, as has now become expected of Dyson, it's the invisible technology that counts: in this case, a glass "Hepa" filter installed in the base of the fan, allowing it to capture 99.9 per cent of tiny particles, spitting clean air out into the room.
The company reckons it can reduce pollution, bacteria, viruses, pollen, allergens and bad smells.
Is this a sign of things to come? Dyson has committed to developing 100 "new machines" in four "portfolios" of technology over the next four years.
Dyson chose China (known for its bad air pollution) as the place to launch the purifier: apparently it's designed specifically for an Asian market. The company has also took the opportunity to point out its growth in the Asian market: having launched in Shanghai in 2012, it's now available in an area 40 times the size of the UK.
Although to be fair, following the capital's recent experience with a toxic smog cloud, an air purifier might not go down badly in London, either....