LG has been off form for a while now, but with more fancied Korean rival Samsung nursing a billion dollar hangover thanks to Apple, now seems a good time to step up, and LG has just the smartphone for the job.
It's codenamed the Optimus G, and looks to have the specs to take on the best in the mobile business and come out smiling.
We're a long way from having all the details on LG's latest high-end slugger – for example, we don't even know the screen size yet. But while we don't know the size, we can tell you that the Optimus G's screen will be a True HD IPS+ affair with iPhone-matching quality levels and a resolution of 1280 x 768.
LG says the home-grown panel is good for 470 nits of brightness, yet uses as much as 70% less power than Samsung's AMOLED screens (when showing a pure white background).
Impressive stuff, as is the new combined glass/LCD surface that reduces thickness by 30% and gives on-screen graphics that nifty floating look.
The LG Optimus G looks like it might be pretty special on the inside too, and is set to come packing the latest quad-core Qualcomm Snapdragon S4 Pro chipset, which is fast. Real fast.
All that comes from a dry-as-sandpaper press release from LG itself, but we're hoping to get a better sense of what LG has up its sleeve during IFA 2012 in Berlin this week.