We've only just got our heads around the trio of new LG smartphones announced yesterday, when LG comes and hits us with another: the LG Optimus 3D Max.
Its arrival is no surprise – in fact, an official photo leaked out a week ago already – but the real question is this: with last year's Optimus 3D having failed to make any real impact on a largely indifferent buying public, will things be any different this time around?
The Optimus 3D Max certainly makes all the right noises on paper. LG has managed to slim down its 3D handset to be just 9.6mm thick – that's a good 20% slimmer than its predecessor – while as before the display is a 4.3in autostereoscopic LCD panel.
A dual-core 1.2GHz processor takes care of the heavy lifting on the inside – up from 1GHz on the Optimus 3D, while as before twin 5-megapixel cameras mean you can capture images and video in 3D to be viewed on the Optimus 3D Max's screen, or on your 3D TV if you prefer.
You're given 16GB of internal storage to play with (twice as much as before), though battery life remains a concern: 1,500mAh wasn't enough 12 months ago, and given the faster processor we don't see 1,580mAh proving a whole lot better this time around.
As for the operating system, it's Android Gingerbread for now, though Ice Cream Sandwich might be on board by the time the Optimus 3D Max goes on sale, though there's nothing yet on what that might actually be.
The question, of course, remains whether 3D is actually something we want on our phones. The evidence of the past 12 months suggests the answer is maybe at best, and our gut feeling is that the Optimus 3D Max (or the 3D Cube as it will be known in some markets) isn't going to change things.