Samsung just can't stop releasing smartphones right now, and this morning has indulged its favourite compulsion by unveiling yet another new face, the Samsung Galaxy Ace 3.
This time we're very much in cheap and cheerful, but Samsung has still seen fit to equip its entry level contender with a dual-core processor, LTE capabilities and a few software goodies more typically found on its more premium devices.
From the plastic construction to the gently curved top and bottom there's no doubt we're in Galaxy territory here from a visual point of view. The screen is a 4in LCD running at 480 x 800 – no fancy AMOLED panels or HD capabilities at this end of town.
Samsung is actually launching two similar versions of the same device. The first is an ordinary 3G version housing a 1GHz dual-core processor, the other a speedier 4G model with a 1.2GHz dual-core chip – this latter variant has been confirmed as coming to the UK.
A mediocre 5MP camera with LED flash, as well as just 4GB of internal space (8GB on the LTE edition) give away the Galaxy Ace 3's lack of high-end pedigree to some extent, but you do still get some nifty software toys plastered on top of Android 4.2 Jelly Bean, including the S Translator, S Voice, and Smart Stay tools introduced with the Galaxy S4.
As we say so often with entry-level devices, price will be a huge factor in determining the success or otherwise of Samsung's new baby. And as we say almost as regularly, we don't know what the price is yet.
Expect to hear more at what's sure now to be an action-packed Samsung event next week.