Well, well. The escalating phablet wars have just been cranked up another notch with the official unveiling of the 6.4in Sony Xperia Z Ultra.
And while a spate of leaks have robbed the announcement of any real surprise factor, that doesn't mean we're not impressed now that the finished article has emerged.
The Xperia Z Ultra is Sony's biggest ever smartphone, yet despite the massive screen Sony's kept the thickness down to just 6.5mm. Impressive.
Unlike many of its rivals, the Android 4.2.2 Jelly Bean-infused Z Ultra comes with a full HD display (as opposed to 720p). It also debuts Sony's Triluminos technology, which supposedly delivers richer, more diverse colours.
It's also kitted out with the must-have high-end processor right now, Qualcomm's Snapdragon 800, which is clocked at a mighty 2.2GHz.
Not quite as impressive is the 16GB of on-board storage, only 11GB of which is actually accessible, but the microSD slot's support of cards up to 64GB is some consolation.
Handwriting recognition is also present, and it'll work with any metal pen, graphite pencil or capacitive stylus with a tip diameter of more than 1mm.
The camera is an 8MP Exmor RS effort, and there's enough room left inside for a generous 3,000mAh battery, though you'll need it given the high-end specs.
Throw in IP55 and IP58 weatherproofing and you've got quite a phone – and with a hefty 212g weight you'll know about it too, if you can get it in your pocket in the first place, that is.
The Sony Xperia Z Ultra will be available sometime during Q3, and though we've had no indications as to price as yet, expect the number to be a high one.