Until this occurs, the unique X10 gets a unique software update that won’t change the version of Android it’s running. Instead, the update “makes a speciality of improving the final performance, speed and responsiveness” and brings a free back up and restore app.

Starting today, the firmware update for the X10 is live in “selected markets” (SE doesn’t say which markets exactly). The updated shall be gradually rolled-out in all markets over a better few weeks.

The software update is remodeled the air (OTA), so X10 owners will receive a message within the notification bar when it’s available. Alternatively, users can take a look at www.sonyericsson.com/update to accomplish the update via a computer.

The economy isn’t going to keep Sony Ericsson from cranking out ridiculously expensive, high-end dumb phones for the high-class crowd. One of its latest, the Pureness, will now be available through Saks or Sony Cierge for a whopping, or mere, depending on who you are, $990. What do you get for that kind of cash? Talk, text and time. That’s right — just the basics and that is exactly how SE is advertising this thing, but it also comes with a 24-hour global concierge service “providing its members support for all lifestyle requests.” The clear screen and keypad light up with info only when buttons are pushed, which makes it look like a sleek, artsy gadget when not in use. If we had to choose, we’d be saving up for a whole different high-end line of handsets…

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We’ve seen and heard about the Sony Ericsson Xperia X10 since we were about X10 years old. A few short weeks ago the company held events to showcase the phone and we already knew it was coming 1st quarter 2010… although Sony Ericsson initially (and accidentally) let slip a February 10th release date. So why does Play.com have the device for pre-order with a January 18th, 2010 release date for £529.99 ($860)?

Play.com is no teeny-tiny retailer so they must know what they’re talking about… right? Do they know something we don’t? Did they slip-up? How quickly will this be pulled – or will it?

There are plenty of Droids to ensure a happy holiday season but I’m guessing lots of New Years Resolutions will be resolving to purchase the Xperia X10. Start saving cost this isn’t a cheap catch.

[Thanks Jonathan!]