The new LG flagship smartphone, the G4, will be revealed this week and if the pre-publicity is to be believed the phone will come sporting a smart leather jacket.
Press invites to the launch events in New York, London, Paris, Seoul and Singapore teased the arrival of a premium leather back for the high end device.
A number of leaks support the rumour that the high-class-hide will be a key selling feature.
Apparently the production of this particular case takes 12 weeks which seems ages in the fast-turnaround, high-volume production world of the modern smartphone.
So much for the back, the question is what can kiwi consumers expect from the phone itself?
We know that LG has an impressive pedigree in smartphones; the G2 sported an edge to edge Full HD IPS 5.2″ screen and innovative battery technology to power it. Meanwhile last years G3 featured a 5.5-inch Quad HD IPS and a 13MP camera with a class leading laser auto-focus system.
It has been confirmed that the G4 will have an even better screen than the G3, this time a Quad HD IPS Quantum Display which is 25% brighter and has a 20% better colour range than last years model.
Having visited their panel factories in Korea last year I know what a source of pride screen technology is for LG and this will no doubt be a big selling point.
The G4 will also retain the “back-of-the-handset” power and volume keys which mark it out from its competitors.
Even though so much has been revealed there are enough unknowns to keep a sense of intrigue around the launch.
In particular it will be interesting to see how LG position the phone as a lifestyle enhancing device (not merely a machine overflowing with technical specs) as their main competitors, Apple, Samsung and Huawei have successfully done.
I will be experiencing the Singapore event hands on and look forward to reporting back on Wednesday our time.