Just yesterday Nokia boss Stephen Elop was reported as telling us Mother Espoo is “near term” as it gets ready to give birth to its next Windows Phone 8-flavoured Lumia lovechild (we'll stop short of any references to being fathered by Steve Ballmer, this is a family blog y'know).
Anyhoo, further down in that piece I was saying that nobody expected it to be a head-on challenger to the likes of the Apple iPhone 5 and Samsung Galaxy S III, but clearly I was wrong: Nokia VP Chris Weber does.
Taking to everyone's favourite soapbox Twitter, Weber dished up a one-liner warning Nokia's rivals that Lumia Time is on it's way: “Samsung take note, next generation Lumia coming soon”.
Samsung no doubt has already taken note, despite spending the last six months doing exactly what Nokia hasn't been, which is announcing new smartphones and tablets left, right and centre.
In fact, even taking Weber's trash-talking tweet as a starting point, by the time Nokia World rolls around on September 5 (which is when we presume Nokia's Windows Phone 8 debutant will be announced), Samsung will have held two events of its own. One was yesterday's Galaxy Note 10.1 unveiling and the second is now certain to be the Galaxy Note 2 “phablet” launch at the end of the month, where we're also likely to see the black Galaxy S III touch down for good measure.
That's not to say Weber shouldn't be excited about what Nokia is doing. If he isn't, executive VP of sales and marketing really is the wrong job, but for pretty much a year now Nokia has been promising big things from its Lumia devices and so far delivered not much more than promise.
Calling out Samsung ahead of the Lumia Apollo range's debut is simply stupid: the Koreans deserve to be where they are, and the Galaxy S II and Galaxy S III are superb phones. There's no shame at all in not quite being in the same class, but there is in getting so carried away by your excitement that you show no class at all.