It's common knowledge that things aren't going all that well at HTC right now. So much so that the company itself has admitted it needs a drastic rethink if it is to turn its ailing fortunes around.
So we're more than a little disappointed that the only new piece of kit it has to show off at IFA 2012 is the recently leaked Desire X, an Android 4.0 Ice Cream Sandwich handset that largely sums up a lot of what the company has been doing wrong recently.
Let's start with the name. The original HTC Desire and the Desire HD are among HTC's most popular Android devices ever, but since then we've seen the Desire S, a step-up replacement for the original, and the Desire C, which is more of a Wildfire replacement. As is this, it seems.
It doesn't help either that the Taiwanese firm keeps throwing random letters at the end of its product names and expecting us all to automatically know what they mean.
The Desire X fails to offer anything new design-wise too. It's not unattractive at all, and has a few premium touches that are pleasing to the eye. It's just that HTC has been doing this same basic design for years now, and the only real visual difference between this and its lineup from a couple of years ago is that the bezel is much slimmer these days.
We've already covered the spec earlier in the week, but courtesy of HTC's press release we now know that the 1GHz dual-core processor is a Snapdragon S4 unit, while as we expected HTC is pushing the Desire X's camera as a real highlight.
It comes with HTC's ImageChip tech for boosting low-light photography, and also features a 28mm f/2.0 wide-angle lens, HDR mode, one-press continuous shooting and automatic adjustable flash. You can even record stills and video simultaneously. The only downside is that the headline megapixel count is just 5MP, which might turn people away before they've taken a closer look at all the photographic goodies on offer.
In fact, that point applies across the board. Assuming the price is competitive (we don't know yet), the Desire X has a good range of added-value features inherited from its One range, features you wouldn't normally expect on a lower mid-range handset.
But with a disappointingly generic design and what at first glance looks to be an unremarkable spec, HTC's new baby might be fighting a losing battle from the start. We'll find out when it goes on sale next month.