September 4 is starting to look like a seriously busy day for new product announcements as the tech world's leading players look to grab some of the pre-IFA 2013 limelight before the Berlin event kicks off two days later.
Samsung has already announced its big IFA launch event for the 4th, and now Sony has followed suit, but has undercut its Korean rival by scheduling its own press conference for three hours earlier.
Invitations have gone out for Sony's event, which will take place at Sony's IFA 2013 booth in Berlin from 4.15pm to 5pm on Wednesday September 4, with Samsung's gig scheduled for 7pm.
That should ensure Sony has the full attention of the world's tech press for a couple of hours at least, though the invitation gives nothing away as to exactly what we'll be reporting on.
However, it's a safe bet we'll finally get to see the Sony Xperia i1 (aka the Honami), Sony's 20.2MP camera-wielding smartphone which has consistently been linked with an IFA unveiling.
That shouldn't be the end of Sony's photography-related announcements either. Several new cameras are expected to be on display too (including a full-frame NEX), and we'll hopefully also get to see the pair of “camera lenses” we wrote about yesterday.
Throw in some new TVs, Blu-ray players and a couple of high-tech kitchen sinks and it's set to be a busy 45 minutes at the Sony booth.