It's been dubbed the M8 and even the HTC One 2, but now HTC has confirmed the name of its next flagship phone. The successor to the HTC One will just be called The New HTC One.
HTC revealed the name in a bizarre teaser trailer ahead of the handset's unveiling next month. Rest assured: it continues the company's quirky marketing strategy.
The teaser shows a couple in lab coats discussing the merits of the speakers in mobile phones. Then they go on to detail exactly why the New HTC One's Boomsound speakers will be much better. Except they don't, as whatever they say is blocked by obfuscating sounds, and the device is pixelated, so we can't see any details. Sneaky.
HTC is set to lift the lid on its new handset on 25 March. The name isn't that big a surprise. Apple calls new models of iPad simply 'The New iPad'. The HTC One was a stellar handset too, so why change what ain't broke?
The New HTC One was codenamed the HTC M8, but that was just a working title, so was unlikely to ever be the final name.
HTC has been having a tough time lately, with its last few financial results being less than impressive. Nevertheless, it could still afford to enlist Ironman actor Robert Downey Junior to promote its devices in a series of bizarre adverts. The company could really do with a decent phone to turn around its fortunes, so let's hope the New HTC One is it.
We won't have long to find out. Pencil 25 March in your diary, and check back here for more before then. What would you like to see from HTC's next flagship? Let me know in the comments, or over on our Facebook page.