For the past weeks, we have heard rumors that Japanese manufacturer Sony will be releasing one of its upcoming Sony phones for 2014 at teh IFA event in Berlin. And it is none other than the company's newest flagship, the Sony Xperia Z3. 

However, previous reports claim that the device will sport similar specs to the current flagship which is the Xperia Z2. Alleged specs include the same 5.2-inch display with Full HD (1920 x 1080) resolution, 3GB of RAM, a Snapdragon 801 chipset, and its staple 20.7MP camera. 

And now, in another leaked image courtesy by EV Leaks, the device will get almost identical design details as well. 

Since the company's first solo venture into the mobile market (it was previously Sony Ericsson), the company has had flagships which look too similar to one another, starting with the Xperia Z, Xperia Z1, Xperia Z2, and now Xperia Z3. 

In the leaked images, the smartphone still gets a glass back panel which is certainly not bad, though it attracts fingerprints easily because of the surface. 

Just like in previous leaked images of the device, the Xperia Z3 will get more rounded edges which is the single most notable change in the smartphone's design. It is supposed to separate it from other Xperia Z's, though if you have not seen the previous generation models in the flesh, you would not spot the difference easily. 

Just as they say, if it ain't broken, why fix it? But in the case of Sony, it is the same look for two years already. In a smartphone market where innovation, build quality and design are important, the Japanese manufacturer may not be getting enough points as far as creativity is concerned. 

Still, we will just wait for the upcoming IFA event to confirm whether or not Sony stuck with the conventional or tried to be creative.