HTC has been training its focus on its Vive Virtual Reality headset so far this year.
But that’s all set to change with the imminent launch of the HTC 10, its new flagship handset due out in the next few weeks.
So, what does the device hold in store? Can it see off strong competition from the Samsung Galaxy S7, LG G5 and iPhone 6s? Or will it be another case of HTC coming up short?
Read on and we’ll tell you five things you need to know about the HTC 10.
1 April 12th launch
Unless you’re Apple, teasing your smartphone ahead of launch is de rigeur these days. And HTC is no different.
Earlier this month, it kicked off a social media campaign (using #powerof10) aimed at drip–feeding tidbits about its new HTC 10, chief among them being the fact that it will be revealed on April 12th.
At 1pm in London to be precise. The device is then expected to go on sale on April 15th, according to people in the know.
2 No more One
HTC’s naming strategy over the past few years has seen it call its phones the One M7, One M8 and One M9 respectively.
This year, the number seems to have been ditched, and some think the M may be on its way too.
The HTC 10 certainly trips off the tongue better than the mouthful-of-a-moniker that is 'HTC One M10'. To us, that just sounds like an in–house code name.
It should also help differentiate the device from seriously lacklustre efforts over the past couple of years. The M9, in particular.
3 Lavish specifications
HTC appears to have poured everything it's got into making the HTC 10 as cutting-edge as possible.
Parts leaks have pointed towards a device with a laser–guided focus for images, a 12 megapixel camera, dual tone flash, Snapdragon 820 processor and support for USB–C charging.
The display is set to come in at 5.15 inches, using ultra sharp AMOLED tech.
4 Fingerprint security
In 2016, no smartphone worth its salt comes without fingerprint scanning. And the HTC 10 seems to be no different.
It appears to have the an in–built sensor, like last year’s mid–market HTC A9. That means this device should be compatible with Android Pay, Google’s mobile wallet tool, which is due to launch in the UK in ‘the coming months'.
5 Black version on the way
As well as a brushed aluminium edition, HTC is also set to reveal a black version of the HTC 10.
This should at least give consumers some choice, even if it’s how the phone runs that will really set it apart from its competitors.
For our money, this model looks a lot sleeker in the blurry shots we’ve seen so far.