Samsung has announced the Galaxy K Zoom, blurring the lines between an SLR and a smartphone thanks to its 20.7-megapixel snapper with 10x optical zoom.
Featuring a body not much fatter than your average smartphone, the handset runs Android 4.4 KitKat – the latest version of Google's mobile operating system – and packs Samsung-only apps, such as Ultra Power Saving Mode and S Health for keeping track of how active you are.
Its imaging skills are what set it apart from other smartphones, though.
The 10x optical zoom lets you get up close and personal with your subjects, and the 20.7-megapixel sensor means you get clear, detailed pictures.
Optical image stabilisation reduces blur if you move while shooting. And it records videos in full HD, and has a Xenon flash for low-light shooting.
There's even a selfie alarm, so you can time your self-portraits to perfection.
Elsewhere, there's a 4.8-inch screen with a resolution of 1,280x720 pixels. Inside is a 1.3GHz quad-core processor, alongside a 1.7GHz dual-core chip.
It also has the same textured plastic back we've seen on the Galaxy S5.
In fact, to all intents and purposes, this is the Galaxy S5 Zoom we've heard rumoured – albeit with slightly downgraded innards – but Samsung has decided to call it a different name.
The Galaxy S4 had numerous spinoffs, including the S4 Zoom, S4 Active, and S4 Mini, so maybe the Galaxy K Zoom marks an end to Samsung's policy of leveraging its best-known brands until the pips squeak in favour of marketing handsets with their own distinct identity.
Samsung will announce a UK release date for the Galaxy K Camera in due course.