While many of its biggest rivals unveiled their new flagship phones at Mobile World Congress last month, HTC focused instead on its lower-end offerings. The launch of HTC's newest range-topper is expected in the coming weeks though, but it seems the company is preparing to ditch its 'One' branding for the device.
There were some rumblings a few weeks ago that the handset - which will succeed last year's One M9 flagship - would not be called the One M10 as many had anticipated, but a report claimed that it would still be branded as part of the high-end One family of devices.
However, according to serial leakster Evan Blass (better known as @evleaks), the new phone will simply be called the 'HTC 10'. HTC has been focusing on that number as part of its '#powerof10' teasers for the new device, which some had optimistically interpreted as a possible hint of a Windows 10 Mobile version in the works.
Unfortunately, according to Evan, that's not on the cards. In response to numerous enquiries on Twitter relating to Windows 10 running on the new device, he declared a resounding "no".
If accurate, that would certainly be a disappointment to many fans of Microsoft's mobile OS - and something of a surprise too, given that HTC's Chief Financial Officer said at the launch of the One M9 last year that the company was 'working closely' with Microsoft on a Windows 10 device.