Battlefield 3 will be hitting stores in 2011. Back in June 2009, Battlefield 3 to be in development.
Riccitiello said in an interview: "…and then our big focus is Battlefield 3 in the second half of the year. I’d be shocked if we didn’t take a notch out of (Activision)."
It looks like Battlefield 3 will be EA's attempt to overshadow Call of Duty.