This is the Sony Xperia Z4, although you'd be forgiven for thinking that it's actually the Xperia Z3, or the Z1.
Leaked images of Sony's new smartphone seem to show that the company has once again embraced its 'If it ain't broke' philosophy which sees it focus on fine-tuning a well-established platform.
The images come courtesy of Chinese social network Weibo and show a similar design to the last model, echoing what appears to be the same approach being taken by HTC.
There's certainly no harm in it, in fact the Z3 and Z3 Compact could quite easily be considered the best Android phones in the world right now. In fact they probably are.
The problem that Sony, and all the other phone manufacturers are facing is that it's becoming increasingly difficult to innovate while keeping sales high.
The Xperia Z3 and Z3 Compact are both extraordinary phones, they have two days of battery life, industry-leading cameras and screens that offer some of the best colour reproduction in the industry. The problem is that these are just updates, not new features, and when you're dealing with a consumer that wants new but doesn't want gimmicky, the line is thin.