Updated 4th September 16.13 (GMT)
At a jam packed Sony press conference the long awaited Sony Xperia Z1 was officially unveiled, following various spec leaks earlier today.
The exact specs of the device weren't dwelled upon; in fact, it was pretty much the Xperia Z1's camera which captured our attention.
Not only does the new flagship have a huge 20.7 megapixel rear-facing G lens, but Sony is also promising zero loss of clarity with its 3x focus zoom to enable "no compromise picture quality".
Aside from the usual variety of camera features we've seen on the Xperia Z, Sony has packed in a whole bunch of exciting new features to make the Z1's camera stand out from all the rest.
Timeshift Burst allows users to snap 61 shots in just 2 seconds, whilst the AR Effect lets you get fantastical by inserting animations into your photos.
Not only that, but Sony has also developed the best of its camera technology into the Q10 and Q100 lenses which users can actually attach to either the Xperia Z1 or any other smartphone, making the Xperia Z1, as Sony put it, a "revolutionary new way to capture and share your memories".
The Sony Xperia Z1 will be available in all major markets, including the UK, by the end of September, and will also offer up to £100 worth of Sony content across Sony Music, Videos and Movies if bought in select markets (which markets exactly were not disclosed).
Social Live is an extraordinary take on video streaming, and allows users to not just post a video online after the moment's been captured, but actually to stream it online in real time.
Info Eye is also a pretty cool feature, and shoots up information on anything you see that you're not sure about. Simply take a still shot of, say, an ingredient in a recipe, and the Xperia Z1 will tell you exactly what it is. If it works, we could see the familiar phrase "Google it" vanish from our vocabularly...
Updated 4th September 13.57 (GMT)
The Sony press conference at IFA in Berlin is just one hour away, but it seems that Sony won’t be revealing its secret new flagship for the first time, after an unofficial press release detailing the device’s full specs has been leaked online.
Although Sony has since forced the site to take down the leaked information, it would seem that what was once codenamed the Honami is indeed the Sony Xperia Z1, and will go on sale this month.
The unofficial document confirms that the Xperia Z1 will feature a 5-inch TFT display, a quad-core 2.2GHz processor, 2 GB of RAM, and will be available in black, white and purple, similarly to the Xperia Z.
Although it is highly likely that these specs will indeed mirror the specs that Sony will announce this afternoon, it will be interesting to find out exactly what sets the Sony Xperia Z1 apart from its predecessors.