If you've ever been tempted by the high-end Sony Xperia Z5 but your wallet hasn't quite had the same level of enthusiasm, Sony is hoping that you'll be interested in the three latest additions to it's Xperia range: The Xperia X, Xperia X Performance and Xperia XA.
Yep, apparently the more times the letter "X" is used, the cooler the thing is.
All three phones sport a 5" display and come running Android Marshmallow out of the box. But then things start to get a little different.
The XA is the lowest-end phone, with just a 720p screen, MediaTek MT6755 processor, 2GB of RAM and 16GB of storage. There camera is still pretty decent though, with 13MP on the rear and 8MP on the front.
The X and the X Performance bump the screen up to 1080p, boost the RAM to 3GB and cameras to 23MP and 13MP respectively. The X uses a Snapdragon 650 as a processor, while the "Performance" lives up to its name and uses the new Snapdragon 820.
The company is particularly pleased with the "Predictive Hybrid Auto-Focus", which is in the X and X Performance. This let's you pick a subject in your photo, and then the camera will predict their motion, so that your resulting snaps will be less blurry. All three phones are also said to use Sony's adaptive charging technology and like its other Xperias, Sony is claiming you'll be able to get two days of usage out of the devices.
There's no details on pricing or availability yet, but the new phones are set to arrive in the summer in four colours: White, Graphite Black, Lime Gold and Rose Gold.
Perhaps more interesting than the phones though are the Xperia-branded accessories that Sony has announced alongside them.
The Xperia Ear appears to be a more useful bluetooth earpiece. Designed for continuous use, it uses voice commands to carry out Google Now/Siri type requests, without having to have your phone in your hand. Then there's the RM-X7BT "in-car bluetooth commander", that will help you hook up your car to your tunes and calls. Both will be available in the summer.
Intriguingly too, Sony also showed off a couple of concept devices which as of yet it doesn't have any plans to launch. But it is an interesting glimpse into what the company wants to do in the future.
The Xperia Agent appears to be an Amazon Echo-style device which will sit in the home and respond to voice and gestures, and will control appliance and internet-of-things device, and the Amazon Eye is a small wearable camera that will use facial and voice detection to ambiently capture images as you go about your day. The latter sounds a lot like the now defunct Autographer.
Sony has also created an Xperia Projector, which amazingly appears to have a touchscreen - the idea being that you can use it to browse photos on a table with your family, like the slightly creepy people in the promotional video above.
It'll be interesting to see whether these concepts ever make it into the hands of consumers.