HTC revealed its latest flagship phone, the HTC One M9, at Mobile World Congress on Sunday. And to the delight of fully paid-up fans, the handset addressed many of the minor criticisms of the much-lauded, last-gen One M8.
But while the camera has been improved to 20 megapixels and the Sense user interface has acquired a handy Google Now-style digital assistant dimension, the screen hasn't had the sort of upgrade you might expect.
Not least because HTC opted to shun QuadHD/2K display tech in favour of the Super LCD 3 technology that featured in the One M8..
The move was especially surprising given that competitors have moved on to QuadHD/2K technology, with last year's LG G3 and the just-announced Samsung Galaxy S6 and S6 Edge.
uSwitch asked Graham Wheeler, Director of Commercialisation Product Management at HTC, why HTC opted for 'last-year's' screen technology when a newer, better option was available.
"When designing the phone, we looked at the entire experience and we found for this device [M9] - it was better with the HD screen," Wheeler said.
"We had a beautiful screen from the HTC One M8, and we felt it was offering a brilliant experience on this device as well.
"We've utilised the same Super LCD 3 display, with the screen laminations of the M8."
Asked if we could see a 2K screen from HTC this year, Wheeler was equivocal.
"I can't comment on future roadmaps, but we look at all technology," he said.
That wasn’t an outright, definitive 'no' – so watch this space from HTC.
But we think we now probably won't get a 2K screen-toting HTC device until next year.