Already, photos of HTC’s new One Aero, codename One A9, have leaked onto the Internet - and they look remarkably similar to the iPhone 6.
Nothing has been officially confirmed as yet, and presumably HTC still has quite a few surprises up its sleeve, although one news report suggested HTC stood for ‘How To Copy’.
The launch of its new phones will happen via a #BeBrilliant live webcast that you can watch here.
For Australians on the east coast, this launch will happen at 3am AEDT on Wednesday 21 October, using the link above.
For those in New York, London, New Delhi or Taipei - or other parts of the world - the launch will happen on October 20 due to time-zone differences. It’s all happening at the same time, of course.
For those in New York, this will be 12.00 noon midday. It is 5pm in London, 9.30pm in New Delhi and 12.00 midnight in Taipei - which means from 12.01am onwards 21 October for the Taiwanese.
Undoubtedly, the launch video will be made available for streaming after the event.
HTC needs to pull out all the stops in its quest to make HTC so relevant, popular, engaging and profitable that it will genuinely be able to say ‘Let them stare’ - but for all the right reasons this time, not the wrong ones as with the HTC One M9.
So - we wish HTC success and hope its launch proceeds without a hitch, and if you want to tune in for yourself, and live at that, you now know how!