Over the last few weeks, HTC has been teasing its new flagship phone, which will be unveiled next Tuesday in an online launch event. The company has hinted at top-notch audio features in the new handset, which is expected to be called the 'HTC 10', and it's also said that the device will have "world-first, world-class cameras".
Just a few hours after Huawei unveiled its new P9 and P9 Plus flagships - which feature high-end camera features "co-engineered with Leica" - HTC returned to the subject of its new phone's cameras in another teaser, in which it says it's "obsessed with providing you with the best ever smartphone for shooting photos and videos":
As with its other teasers for the 10, HTC's latest video is somewhat light on detail about the device - although it does include blink-and-you'll-miss-them references to an UltraPixel sensor, optical image stabilization and 'hi-res 4K video'. Along with its commitment to a superlative imaging experience, the voiceover continues:
We know how important a high-quality camera is to you, so we obsessively perfect every optical detail. You'll see.
The video ends with the now-familiar #powerof10 hashtag that the company has used throughout its teasers for the new handset.
It seems HTC has no qualms about raising expectations for its latest range-topper, but that approach runs the risk of potentially disappointing customers unless the 10 really is every bit as good as the company's marketing claims it to be.
HTC acknowledged in February that its "flagships fell far short of our expectation in 2015" as it posted its third quarterly loss in a row, so it really needs the 10 to be a big hit with its customers. Of course, we'll have to wait and see if it lives up to the hype.