If ever there was a company in need of a Hero (or another one, anyway) it's HTC. Samsung has well and truly claimed the Android supremacy, leaving HTC fighting to be the biggest fish in the small pond that is Windows Phone right now.
But our Taiwanese friends are still trying, bless 'em, and today brings rumours of the HTC M7, a formidable-sounding Android 5-incher being lined up for a Q1 2013 launch.
We're not sure at this stage quite how the two are supposed to relate, so we'll hold back on criticising what sounds a bit like yet another example of confused product differentiation from a company that seems to specialise in it right now.
Instead, we'll just tell you what to expect. The M7 (unlikely to be its final name, by the way) will have a 5in full HD screen, a Qualcomm Snapdragon APQ8064 S4 Pro processor, 13 megapixels of photographic ability, and a unibody aluminium shell.
According to the various sources in the East claiming to be in the know about all this, HTC is pushing component suppliers hard to build up a launch stockpile of 5 million units, and hopes to get the M7 on the market before the end of Q1 – before, in other words, the Samsung Galaxy S IV.
Chances are, then, that we'll see it show its face for the first time at Mobile World Congress in February, which HTC has always arrived at with some new goodies to show off.
Which gives us three months to find out more about it, including what the significance is of the M7 label, and just what the point of its existence is in the first place.