Sony just unveiled its new Xperia Z2 this week in Barcelona, but in a recent interview with Japanese site Watch Impress the company admitted it’s already preparing for its next flagship smartphone later this year. According to Sony Mobile Creative Director Kurozumi Yoshiro the company isn’t abandoning its six-month product cycle any time soon.

“In order to maintain a flagship, you must update at this frequency,” he said, adding that the Z2 is the Sony’s “flagship of the first half of 2014.”

Sony’s line of Xperia Z handsets includes some of the best Android smartphones we’ve seen, but the company is still trailing behind Samsung’s market share, which dominates the market. Releasing a new flagship phone every six months may be the best way to get more attention, but it’s definitely frustrating for customers who buy a new device just to see it turned obsolete a few months later.

Kurozumi also noted that Sony’s next smartphone may not feature the same OmniBalance design introduced with the Xperia Z and used for both the Z1 and Z2. We really like the look of those phones, but it’s never a bad idea to try something new before a design becomes stale. We’re definitely looking forward to Sony’s next flagship handset, but that doesn’t mean you shouldn’t go ahead and pick up the Z2 now if you’re looking for a new phone.