The HTC One Mini 2 is set to cost as much as £360 SIM-free when it arrives in the UK next month – around the same price its predecessor launched at last August.
Problem is the Motorola Moto G gives you the same processor and display resolution for about a third of that price, and other rivals are on the way at similarly low prices.
HTC itself has yet to talk prices for its newly announced mid-ranger, but Phones4U has taken the plunge and is taking pre-orders for the One Mini 2 at £359.95, with a claimed expected delivery date of 13 June.
Fierce online rival Carphone Warehouse has also blinked, but has the SIM-free One Mini 2 at an even higher £379.95, and doesn't specify a delivery date.
We can only hope the pair are jumping the gun and guesstimating a ballpark price in an attempt to secure customers future price, because if that is the real price HTC may be in for a rude awakening.
We're getting a bit sick of comparing every new low- to mid-range smartphone to the Moto G, but such has been the impact of Motorola's pocket-friendly handset that it's hard not to.
Now there's little doubt that the HTC One Mini 2 is a better phone overall. It has a bigger display, better camera and higher battery capacity for starters – not to mention quality-based considerations like better looks and higher build quality thanks in large part to its metal unibody construction.
But while that sort of thing matters a lot at the very high end of the smartphone market, the further you step down the more it's about spec for your buck, and the HTC One Mini 2 is quite simply nowhere near two-to-three times the smartphone the Moto G is.
And that's the picture right now. Fast forward to the end of the year and we're also likely to have high-specced, low priced smartphones from the likes of Tesco and Amazon to contend with. It leaves the One Mini 2's price looking ludicrously high by comparison.
Again, hopefully the early indications are wide of the mark and the HTC One Mini 2 comes in at a lower price. Because if not, it's hard to see HTC selling too many of them.