Say hello to the HTC One Mini 2. We knew it was coming this month, and the 15th is about as slap-bang in the middle of the month as it gets, so well done HTC.
And what with all the leaked images and specs it's pretty much exactly what we were expecting, but taking just a single glance in the One Mini 2's direction reminds you that doesn't have to be a bad thing.
The choice of name is interesting, as the M8 reference HTC has been using to differentiate the second-generation HTC One from the original is nowhere to be found here.
It's clear HTC wants you comparing the One Mini 2 with its own predecessor, rather than the full-blown M8, and it's prepared to have the name flirt with ridiculousness to achieve it.
Maybe that's because the One Mini 2 has been announced just 10 months after the original, which makes it much closer to the M8's own release date than was the case first time round, and HTC is trying to avoid the dreaded sales cannibalisation.
Getting back to the comparison with last year's Mini, the One Mini 2 is slightly bigger and 1mm thicker too, but has all the HTC One visual elements we love so much, from the metal finish to the black detailing.
Incidentally, there's a greater use of metal than on the original Mini, though the bezel around the screen is plastic. Can't win 'em all, I guess.
The size increase is down to the display jumping from 4.3in to 4.5in, but the resolution remains at 720p. Inside is a Snapdragon 400 quad-core processor running at 1.2GHz, as well as 1GB of RAM and a 2100mAh battery.
HTC has slotted in 16GB of storage, plus there's a microSD card slot, and like the first One mini there's the welcome sight of 4G LTE networking capability too.
And then there's the camera, which is probably the biggest change from last year's model. Instead of the UltraPixel camera we've become used to from the HTC One range, HTC has gone with a conventional single 13MP camera as per the rumours last week.
The company claims this is a better fit for the audience the One Mini 2 is aimed at, but you can't accept that without wondering exactly at what point that changes to make the UltraPixel the right option on the M8? Answers on a low-resolution postcard...
The HTC One Mini 2 will go on sale on 29 May, two weeks from today in other words, which is fair enough. What HTC hasn't mentioned yet is a price, and that could be all important.
Other parts of the spec may be clearly better, but the 720p resolution and Snapdragon 400 processor is matched by the Motorola Moto G, which goes for £150. Clearly HTC won't go that low – its physical build quality alone justifies a higher price – but equally a SIM-free price around the £380 mark like with the original might be hard to justify.