The launch event for the HTC One/M7 is just a couple of hours away – as we've already mentioned today.
And while HTC will obviously frame the event as a big deal for the company, here's a fact that indicates just how crucial it really is: HTC is now not even in the top 10 mobile phone makers globally.
DigiTimes has tallied up the numbers (supplied by Gartner) both for Q4 2012 and the year in total, and in both cases it paints a fairly grim picture for HTC.
Samsung is steaming ahead overall, having overtaken Nokia mid-year and raked in total sales of 384m phones during 2012, nearly 70m more than its 2011 figure and more than 50m clear of Nokia's final tally.
But half of that gap to Nokia was built in Q4 alone, a clear indication of which way the wind has been blowing for the world's two leading phone manufacturers.
Apple continues to grow handsomely too, with its 130m iPhone sales for the year equating to a 50% jump in market share from 5% in 2011 to 7.5% in 2012. And to once again state the obvious, that's pretty good going since we're talking about a single product, and shows the success of recent expansion particularly into China.
For HTC, though, you need to long quite a long way down the list. HTC sold just 32m phones in 2012, down from 43m the year before and below even the likes of Motorola and RIM in the annual list, both of whom barely registered in terms of new products through the year.
The last three months of the year, meanwhile, saw HTC eclipsed by the likes of Sony – another company that spent much of 2012 in transition following the fundamental shift from the Sony Ericsson years – and outsold more than two to one by LG and emerging global forces ZTE and Huawei.
So where does HTC go in 2013? Hard to say, and the continuing talk of shifting focus, new marketing strategies and inward soul-searching suggests HTC is still looking for the answers itself.
Part of the problem has been that despite all the talk, there has been very little real change in terms of actual end product.
And from a marketing point of view, following a string of similarly competent but unremarkable phones all named a variation of “HTC One” by launching a phone actually called just the “HTC One” isn't a good start.
It looks like a strong product, to be fair, but will we still be talking about it after MWC next week, and after the Samsung Galaxy S IV emerges, probably next month? I wonder.
The problem is that HTC has pretty much missed all the big boats that are expected to dominate the smartphone industry for the foreseeable future. It introduced the world to Android, then saw Samsung, LG and Asus wrestle Google's attention away for themselves, with Sony now also having more momentum and Motorola surely set to rise from its recent slumber any time soon, underwritten by Google itself.
At the low end it's seen Huawei and ZTE make major moves to drive Android adoption and establish their name, with plenty of others ready to follow in their footsteps. HTC recently spoke of embracing the low end itself, but again probably too late to turn the current tide.
HTC continues to talk a good game, as we'll no doubt see shortly from its latest big launch event, but now more than ever it's going to need far more than just talk, or the HTC One, to turn things around.