Despite competitors like LG and Samsung announcing smartphones with 2K ("quad HD") displays (2,560x1,440 pixels), Sony is sticking to its guns with its flagship Xperia Z3, which has just a full HD display (1,920x1,080pixels).
Calum MacDougall, Sony's director of Xperia marketing, said in an interview that the company doesn't "believe the trade-off between having a 2K screen and battery consumption is the right trade-off for a consumer."
MacDougall further added that the human eye wouldn't be able to tell the difference between 2K and full HD displays of up to 8 inches.
The newly-announced Xperia Z3 will be available globally in October, though no countries have yet been mentioned. Pricing was also not revealed. Surprisingly, Sony did confirm that its flagship will debut at the same time in the US with T-Mobile, an interesting move given that Sony phones usually have a delayed launch in the US.
The 5.2-inch Xperia Z3 sports a waterproof design with a glass front and back. It comes with a 20.7-megapixel rear camera. Be sure to check out CNET's hands-on with this gorgeous smartphone for more information.