In the midst of Apple teasing an array of awe-inspiring features and specs of its impending iPhone 7, rumors are running rampant that Sony's upcoming flagship phone is likely to slip past other leading phones in the market.

The company's new device is dubbed as Sony Xperia XR and is said to replace the company's current offering i.e. the Sony Xperia X. The latest device's line comprises of Xperia XA Ultra, Xperia XA, Xperia X and the flagship smartphone named Xperia X Performance. A slew of recently-surfaced leaked photos teased the Xperia XR, a new member of the Xperia X family, MobiPicker reported.

If Sony's recent product line release pattern is anything to go by, there is a possibility that the popular smartphone maker could scrap its "Z" line in a bid to promote its Xperia X brand range. Sony took the wraps off three new phones during the last Mobile World Congress, all from the X line - the Xperia, Xperia XA and the Xperia X Performance, per TechPlz report. The Xperia XA Ultra was unveiled later on.

The much-anticipated Xperia XR smartphone has a model number of F8331 and is rumored to sport a 146.4 x 71.9 x 81.9 mm size. The device is expected to be larger, wider and thinner as compared to the Xperia X Performance that measures 143.7 x 70.4 x 8.7 mm.

Moreover, rumor mills have been swirling speculations around the Sony Xperia XR hinting it will feature a 5.1-inch display and support full HD resolution of 1920 x 1080 pixels. The phone will be powered by a Qualcomm Snapdragon 820 chipset, and pack 32 GB of RAM, a 23 MP main camera that boast dual LED flash and supports 4K shooting. Plus, the front snapper of the phone is rumored to offer support for 4K video shooting as well.

Recently leaked specs of the new Sony flagship smartphone tease a USB Type-C port on the device's bottom side. The phone will reportedly run Android 6.0 Marshmallow that is likely to be upgradable to Google's latest Android operating system, Android 7.0 Nougat.

Sony's New Flagship Smartphone's Release Date & Price

Regardless of the branding of the new phone, avid fans of Sony's Xperia line can look forward to a major announcement by the company this coming September 1 at the IFA press conference. Rumors are rife of the new Sony Flagship hinting it will make an appearance in IFA and will be probably dubbed as Xperia X2 or XR. Sony is likely to dump the Z6 this year.

The Xperia XR is rumored to hit the store shelves carrying a price tag of about £400-£500.