We know Samsung's Galaxy S IV is already heading for a mid-2013 arrival, so it should be no surprise to hear that LG's own Android flagship, the Optimus G, is also being primed for a mid-year reboot in the form of the Optimus G2.
And the latest rumour from South Korea's MK (translated) is that LG is hoping to drop its next-gen superstar on an unsuspecting smartphone market as soon as May 2013 in a bid to beat its rival to the punch.
The Optimus G2 – and that's very much an unconfirmed title at this point we're told – seems to have quite the impressive specification from what we're hearing.
It starts with a 5in full HD display – what else these days? – along with a 2GHz quad-core Qualcomm Snapdragon S4 Prime MSM8974 processor, an integrated low power consumption 4G LTE chip, and a high-spec camera (though specs have yet to be set down).
Android Key Lime Pie is claimed as the operating system, though it's too early to say whether it'll be one of the first Android 5.0 handsets to appear, or in fact anything else regarding the next headline version of Google's OS.
All told it's an impressive sounding beast, especially when coupled with claims of an early release date. Whether those claims are worth listening to remains to be seen – there's two sides to every story, and we can't imagine LG fast-tracking the Optimus G's successor is as easy as all that, or as much of a surprise to Samsung as we're led to believe.
More importantly, given that the Optimus G itself hasn't yet hit the UK, talk about its replacement launching in less than six months is a reminder that even if such a bold claim is true, there's no chance at all we'll be seeing it locally anywhere near that sort of timeframe.
Via Unwired View