This leaked image is of the upcoming Sony Alpha A99, Sony Alpha Rumors reports. Specs have leaked previously, but this is the first image to surface.
It looks very similar to the Alpha A77, though a little smaller. It's also lacking an optical viewfinder, so it seems Sony is going for an OLED-based electronic eyepiece, just like on the A77.
It's rumoured to pack 24.3-megapixels, just like the A77, and to be Sony's first full-frame camera since the A850. It'll also use Sony's SLT (single lens translucent) mirror system, which positions it somewhere between an SLR and a mirrorless interchangeable lens camera.
But that's not all. The A99 is rumoured to launch alongside the NEX-6 -- a mirrorless interchangeable lens camera, thought to be a more affordable alternative to the NEX-7 -- as well as a "professional" NEX model. The NEX-6 is thought to have a 180-degree tilting screen, Wi-Fi, and to support apps, so you can muck about playing Angry Birds when you're supposed to be snapping. A pop-up flash is also on the cards.
Not much is known about the professional NEX model, so we'll have to wait and see on that one. But I'll tell you this much -- don't expect it to be cheap.
These cameras are due to be announced on 12 September. Yes, that's right, the same day as a certain other device. Seriously, has Sony had its head buried in the sand recently? Or maybe it fancies its chances against the iPhone 5. But considering even Apple doesn't think an iPad mini will garner enough interest against the next iPhone, I'm not betting on Sony setting the world alight come Wednesday.
What do you think of the A99? Tempted? Let me know in the comments, or on our Facebook page.