There have been so many potential Samsung Galaxy S III announcement dates whizzing about over the past couple of months that we have to remind ourselves sometimes that it hasn't actually launched yet.
You may recall Lewis reporting on Monday the latest claim: that today was the day and the Galaxy S III would launch, in some unholy alliance with Phones 4U. Well, turns out he was quite right to dismiss it with a disinterested “meh”.
It all centres around a sign spotted in the window of the Phones 4U branch on Oxford Street showing the Samsung logo with the teasingly mysterious text “coming 30.03.12” below.
Well you can shorten “teasingly mysterious” to just “tedious”, as it turns out it's nothing more than the grand opening of a dedicated Samsung shop-within-a-shop, offering Sammy's wares in a dedicated space inside the mobile retailer's Oxford Street branch.
That's a fairly big anti-climax if you were expecting some kind of high-flying Samsung product announcement, but does reflect just how well the Korean brand is doing these days.
Having worked a couple of minutes walk from the Oxford Street Phones 4U for a few years a while back, I'm all too familiar with the branch in question. But if you're looking to check it out for yourself, head for the Apple Store, then continue up Regent Street, turn right at Oxford Street and keep going 'til you see some gaudy red signage. And a Samsung logo.