Sony seems to be employing a trick from Samsung's playbook as images have emerged to suggest the Japanese company is working on yet another handset.
Images have leaked online supposedly showing the new Sony Xperia UL - which has been codenamed "Gaga" - and will reportedly be a quad-core Snapdragon 600 handset.
According to phone site gsmarena, the Xperia UL will feature a 1080p display, 2GB RAM and 32GB internal storage with the option for microSD expansion. The site also reports it will utilise a 2,300mAh battery.
Like recent Sony offerings, the Xperia UL will probably be water and dust proof, and will run a skinned version of Jelly Bean.
Critics have responded well to the Xperia Z and the Xperia SP but note that Sony is still a third choice amongst Android users behind Samsung and HTC.
It's too early to tell whereabouts in the market this new handset will settle, but we'll keep an eye on it and report back as soon as we know more.