Dyson has introduced the first vacuum cleaner boasting no bag, no loss of suction - and a filter that never needs changing.
The company's Cinetic technology uses cyclones that are so efficient the filter never requires washing or replacing.
Cinetic, showcased at Berlin IFA tech show in the German capital on Friday, separates microscopic particles - meaning clogging dust is simply thrown away.
Engineers tested Cinetic with the amount of dust collected in a household in 10 years and found it never lost suction.
James Dyson said: "Getting rid of bags solved the frustration of my vacuum losing suction.
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"But washing filters - or worse buying them - is still a nuisance.
"Dyson Cinetic cyclones are so efficient at separating microscopic particles that everything gets thrust in the bin, and you can forget about fussy filters."
Dyson, which launched the first no-bag vacuum in 1993, claim filters in other models simply act like a bag and stop air flow going through.
Their new cyclones feature flexible tips, which are agitated by the spinning airflow - setting up an oscillation.
This oscillation prevents dust from sticking to the cyclones to keep them clear.
Dyson have also updated their vacuum head with ultra-fine antistatic carbon fibre bristles to remove fine dust.
Cinetic, which costs between 469 and 479 euros ($A693), sits on a ball and using an articulating chassis and central pivot point to negotiate tight turns.
Alex Knox, who was one of two engineers when Dyson started, told the Berlin IFA press conference: "It will last for 10 years, over the lifetime of the machine, without losing performance.
"It is a really exciting technology. It has taken us six years to develop. We think it is a really big step and a really big change."
