Instead of launching its new phone at the upcoming Mobile World Congress, HTC has scheduled a special event for March 25.
Expected to be called the HTC One, just like the phone it is set to replace, it is scheduled to be revealed at two simultaneous events on both sides of the Atlantic (London and New York).
HTC has said nothing about the device other than that it will be the "primary flagship for 2014," but several details about the handset have already been making the rounds.
It is expected to have a bigger 5-inch HD screen but one with a smaller bezel and with on-screen buttons so that the increased display doesn't mean having to make the handset itself any bigger. It's also apparently going to have some nifty camera technology with dual rear-mounted sensors and, finally, support for MicroSD cards.
This was the only criticism of the current flagship (the HTC One) when it was launched last February. Upon its release, the HTC One was universally regarded by the tech press as the best Android phone on the market in terms of design, quality and features. It even drew numerous positive comparisons with the iPhone.
However, this glowing praise hasn't translated into sales, and the Taiwanese company is struggling to attract premium customers to its handsets.
In this respect, HTC could be wise in choosing not to use the Mobile World Congress, which starts on February 24, as the event for showcasing its next premium phone as it could get lost in all the noise generated by the launch of Samsung's next handset, the Galaxy SV, as well as countless other handsets, fitness accessories and no doubt smartwatches.