Sony has just taken the wraps off the Xperia Z4, but it was a relatively small announcement with, for now, a Japan-only launch.
It's no wonder, really. The specs remarkably similar to the Sony Xperia Z3, with a 5.2-inch 1080 x 1920 screen, a 20.7MP camera, an IP68 certified dust and water resistant body, a Snapdragon 810 processor and 3GB of RAM.
There are a few differences, as it has a faster processor and a higher megapixel count on the front-facing camera for example, but they're minor and the design of the phone is almost identical to that of the Z3 too.
Seeing doubleDon't believe us? Take a look at these new pictures which have handily been shared by mobiltelefon.ru and include comparison shots with the Xperia Z3.
Like the Xperia Z3 the Sony Xperia Z4 has a metal frame and glass back, the design and position of the camera is much the same and so too is the power button and many of the ports, though the microSD card slot has swapped sides.
Even the dimensions are almost identical, with both phones coming in at 146 x 72mm, though the Xperia Z4 is marginally slimmer and lighter at 6.9mm and 144g to the Xperia Z3's 7.3mm and 152g.
But really there is seemingly almost nothing to choose between these two phones, almost making the HTC One M9's incremental improvements seem revolutionary in comparison.
So it's no wonder Sony didn't make a big deal about it, and if it doesn't come to the UK we probably won't be too upset. After all the Xperia Z3 is barely six months old and it's almost the same phone. We just hope the Sony Xperia Z5 will be something truly special.