The third time is definitely the charm for Sony's Xperia Z3 flagship phone.
When the Xperia Z came out last year, it showed consumers the new Sony design standard for its hardware and software, which it has faithfully maintained across its subsequent smartphone and tablet offerings.
The Xperia Z was not perfect.
Its biggest bugbear was a sluggish camera shutter and several flimsy covers that were meant to make the device waterproof.
The Xperia Z2 that followed was an improvement, inside and out. But it was clearly an incremental upgrade. Sony changed the seal covers, but kept the 20.7MP camera resolution sensor and, unfortunately, the same slow shutter speed.
With the Xperia Z3, Sony has made several improvements that make this more than a worthy successor to the Xperia Z name.
Yes, the camera has been fixed and the shutter performance now closely matches the prowess of its 20.7MP lens. There has never been a need to increase the megapixel count, as its 20.7MP has not been outmatched by most of its key competitors.
Its picture quality and details are sharper than those of the Z and Z2, and the overall controls are also smoother.
Like the Z2, the Z3 records video in ultra high-definition videos. But instead of shutting down in 4min because of overheating, it can now record a little over 6min of 4K video.
However, it would be remiss of me if I did not point out that Sony's rivals have also released newer and much more powerful devices in the interim. While the Z3 trumps Apple's iPhone 6 Plus and Samsung Galaxy Note 4 in image details, its competitors have improved on other aspects that may matter more to users.
Both the Note 4 and iPhone 6 Plus offer improved optical image stabilisation. This advantage clearly attracts potential buyers more than images that are better detailed.
Sony needs to buck up, to make sure its camera keeps up with the competition.