HTC, the embattled Taiwan-based smartphone maker is preparing to launch a new smartphone in October.
HTC posted a "Launch" page to its website, teasing a new One smartphone. The announcement, which will be made as part of a "virtual" event rather than a standard press event, is slated for noon ET on Oct. 20.
Not surprisingly, HTC has kept its plans close to the vest, except to say the handset will run Android Marshmallow. Some recent rumors have suggested the phone will be the 5-inch HTC One A9 with midrange specs. HTC's hint, however, suggests the device—or perhaps another one that's announced in tandem with the A9—will deliver something special.
Whatever HTC announces, the company is working to rehabilitate a brand that has been faced with its fair share of troubles over the last few years. While HTC enjoyed the top spot in the smartphone space for a short period of time, it was quickly surpassed by Samsung. The company has since shaken up its executive team, bringing back co-founder Cher Wang as CEO while losing a few design chiefs.
Recently, HTC has branched out into wearables and VR, though its efforts have yet to yield significant return on investment.
HTC's announcement runs the risk of being overshadowed by bigger competitors. Apple last week launched its new iPhone 6s line, and Google on Tuesday revealed its new Nexus lineup, the 5X and 6P, which will launch in late October.