The Samsung W880 ups the ante with a world's first 12 megapixel camera with 3x optical zoom.
Featuring a hardware Mode dial and a real zoom lever it does feel like a real camera and you may find yourself struggling to find the mobile phone under the digicam skin.
Now while W880 is South Korea bound only, it's enough to give us a taste of what's coming in the shape of the rumored Samsung M8920, which should make it our way sometime next year - but with Wi-Fi and GPS on board.
Designing a mobile phone (or any other portable gadget for that matter) is a balancing act - the engineers must juggle between cost, size and features, all the while being limited by the current state of technology.
Say cost doesn't matter - that still leaves only so much that can reasonably be crammed into a mobile device. Progress is made, technology advances, which results in things getting cheaper, smaller and with more features.
And quite soon, things that seemed impractical a few years back can now be released as a consumer device.
This is how the Samsung W880 AMOLED 12M came to be - it contains all the mechanical elements of a point-and-shoot camera, but still has enough room left for the phone parts.
It's not the first phone to achieve that but it's the first 12-megapixel one and the added 3x optical zoom and xenon flash pretty much put it on par with a typical point-and-shoot camera.