With a number of LG G4 leaks and rumours having already surfaced online, the Korean manufacturer is getting in on the act, making the first official reference to the upcoming handset.
A far from surprising title, LG name-dropped the as-yet-unconfirmed handset while discussing its 2015 smartphone plans.
“I think we will [experiment with our high-end phones]. I think we have to,” Ken Hong, LG’s Director of Corporate Communications told us.
“If you look at the specs only, there are other competitors with similar-spec phones. How do you stand out in that pile if you’re not doing something different?
Getting on to the company’s next flagship offering, he stated: “I think that strategy will continue going forward.
“I don’t think we are going to be able to sit back and expect people are just going to fawn over the G4, or whatever the name will be, just because they liked the G3.
“I don’t think it works that way any more. I don’t think people are as loyal on the Android side as they are on the iOS side, so you really have to win every customer with your products.
Related: LG G3 vs Samsung Galaxy S5
Despite making reference to the “G4”, LG has yet to offer any further formal indication as to what the handset might offer.
According to recent reports, it's not expected that the handset will be officially unveiled until the year’s second quarter.