So just three days to go before its big Manhattan launch and once again the web is ablaze with chatter about what Samsung are going to include on their new Galaxy S4 flagship smartphone.
Today's big story is the leak of a series of pics on a Chinese forum website that purports to show a user's hands-on with the new handset.
As with all these rumours you can take them - or leave them.
First up though the specs associated with the handset, as claimed by the leak, tally with many other sources.
So the handset will pack a 12.8-megapixel camera, run Android 4.2.1, boast a Full HD (1920 x 1080) five inch screen, include a A quad-core 1.8GHz processor, and 2GB of RAM.
As for the design itself it seems less square than other recent rumours have suggested. If anything it looks more like a Samsung Galaxy Note 2.
Meanwhile Computerworld has a round up of what it is expecting from the S4.
It suggests that
What Samsung must accomplish with the launch is not only to substantially top its current GSIII in hardware specs and software, but to compete with the next iPhone, expected in June, and whatever HTC and other Android phone makers introduce in 2013, analysts said.
There's also the latest news about Eye Scroll, which we first mentioned here, and also the resolution of the S4's screen.