Sonny Xperia Z3 release date: The Xperia Z2 may be the Japanese manufacturer's flagship smartphone for now, but it will not last long. 

According to a report by GSM Arena, Sony wants to refresh its flagship device faster than usual in order to keep the company's competitiveness in the mobile industry. 

In an interview with a Japanese publication, Yoshiro Kurozomi, Sony Mobile's Creative Director, Director of Product Planning and UX General Manager said that a half-year flagship cycle is better for the company. 

Aside from an expected release date during Q3 2014, the upcoming flagship Xperia Z3 is said to get a new design, which is a first for Sony as its previous flagship devices have the 'omni-balance' design. 

There will also be a number of new features on board the new device.

It is a little unfair for the Xperia Z2 that we are already discussing about the Z3 days after it was launched. But in a matter of months, the former will pass on the flagship crown, much faster than most companies do these days.