With all of Mobile World Congress keynotes and smartphone launches completed, it's time to look at the landmark device of the show.
Whilst Nokia's 3310 was a nostalgia fuelled media success, it was a cyncial marketing move focused on gaining column inches more than sales. LG's G6 was notable for its new screen aspect ratio and not much else. The Huawei P10? A Mate 9 / P9 hybrid, Motorola's G5 was a decent mid-ranger but nothing more.
Which leads me to the Sony Xperia XZ Premium. Building on base of the Z5 Premium, Sony added new features to the already insane 4K screen, dropped in the most technically advanced camera (960fps slow-mo!!!) available on a smartphone right now - and for the foreseeable future. Add in a full hit of 2017 top line specs and you have a smartphone that is technically so far ahead of the pack its ridiculous.
Sony then wrapped the oily bits on a polarising body, which marries the best of Sony's Loop design with finishes that are impossible to miss. Love it or hate it, you won't be able to ignore the XZ Premium.
If you ever get a chance to the chance to see one that is.
The XZ Premium will appear only in a few markets and in line with its 'top of the game' status is likely to be priced somewhere above the most premium of premium smartphones.
Sony won MWC. Given that every other phone announced there will outsell the XZ Premium it's something of a Pyrrhic victory, but given the company's focus on profits before volume that's not such a bad thing.