Apple and Samsung aren't the only smartphone giants launching new handsets at the moment; LG has just very calmly and quietly announced the LG F60, a phone it describes as "stylish" and offering a "premium 4G LTE experience".
And, if what you're looking for in a new phone is a large screen, some intuitive features that you'll actually use on a regular basis and a super-fast mobile internet connection, then the F60 could be for you.
LG makes no qualms that this is a handset aimed at those on a budget -- its 4.5-inch display is generous but its resolution of 207ppi isn't. Still, that will take strain off the processor and the battery.
Likewise, neither the front or rear-facing cameras will give premium handsets anything to fear but the front-facing unit is optimized for selfies -- there's a front-facing light for illuminating the user's face, and it responds to something called "gesture shot". Hold the phone out at arm's length, open and close your other hand in front of the lens and that will automatically launch a three-second countdown timer, after which a photo is automatically taken.
For the main camera a tap anywhere on the screen will pull focus and capture an image in one motion.
And, as with its premium handsets, the F60 features LG's Knock Code security feature. A secret tapping pattern on the phone's front or rear case will lock or unlock the handset -- better than a pass pattern or four-digit pin code.
The handset's closest direct competition would be the latest Moto G handset which also packs a great mix of specifications and features for those on a budget.
However, while the latest mid-tier Motorola handset packs a sharper (if slightly smaller) screen and better cameras front and rear, it doesn't offer 4G/LTE connectivity.
The new LG handset goes on sale in Europe Wednesday and will be heading to Asia and the Americas before the end of the week.