It looks like HTC doesn't want LG and Huawei to steal all the limelight for being the first devices to get the new Android 6.0 Marshmallow operating system when the phones become available at the end of October.
Amongst the excitement of new Nexus phones from Google, the company has confirmed it too will be launching a new Marshmallow powered device on the 20 October.
The company will be hosting a virtual launch event, although aside from what looks like coal in the background of the invite not much is given away as to what the device is. The event has the tag line #BeBrilliant.
The device in question is expected to be the HTC One A9 (otherwise known as the Hima Aero). Rumours currently suggest that the new device will have a Snapdragon 617 processor, 5-inch Full HD screen and just 16GB of on-board storage - none of which are in the same bracket as higher-end Android phones already on the market.
However, HTC has always said that it's next phone would be a "hero" device, so maybe we're all cleverly being lead down a blind alley. We'll find out for sure soon.
We will keep you posted.