So how do you differentiate your flagship phone from your rivals?If you are Samsung you go for a larger screen size and stack it out with software goodies. If you are Sony you make it waterproof and ensure that the build quality is outstanding.
And as for Nokia, well the maker seems to be focusing on producing the best camera phones ever. To be fair the Finnish maker has always lead the pack with its snappers. They were among the first to really push for serious mega pixels on mobiles while at the same time experimenting with high-end Carl Zeis lenses
Last year they launched the intriguing 808 PureView. This was slightly bizarre handset that featured an astonishing camera which could take 41 mega pixel images and sported Carl Zeiss-branded optics in a mobile that way was thinner and lighter than it had any right to be.
The only problem was that it ran Nokia's rather outdated Symbian operating system which rendered it rather second rate as a general smartphone.
Well judging by the amount of leaks the company is having another crack at re-inventing the camera phone. It has lined up a model, which is known by the moniker of Elvis but is likely to land as with a more sensible name, that pairs the best camera ever on a smartphone with the Windows Mobile OS used on its recent Lumia mobiles. For now we can call it the EOS PureView.
There has been a deluge of leaks of the product in the last few days, which the clever money says will launch in July or August, and they show a phone with a huge bulge on the back which is there to accomodate the rather serious lens that a high end camera phone requires.
As for the rumours about the handset, well it is expected to sport at least a 41 mega pixel camera and a powerful Xenon flash. The really smart bit is that it takes two copies of each image you take - a 35-megapixel shot and 5-megapixel shot so you have one for storing and one for instant uploading - genius idea!
Also on board is likely to be the Nokia Pro Camera app which has a range of effects and tools such as an 11x zoom, anti-shake, manual focus, face detection and a self timer.