The magnificent seven is still unconfirmed, but rumours have begin to circulate that HTC intends to take the fight to the iPhone, S3 and other rivals. Industry rag Focus Taiwan reports that HTC has briefed suppliers of casings and semiconductors to prepare components for 4 to 5 million M7 phones.
HTC exploded out of nowhere just a few short years to produce what were the definitive Android phones in the early days of Google's software for mobile phones and tablets. But as Android gained ground, Samsung took over the mantle of leading Android manufacturers with the phenomenally popular Galaxy range. And in the last year or so, the excellent HTC One X and its ilk failed to capture the public imagination -- and public purse -- in the same way as the iPhone and S3.
What then can we expect from the M7? Specs are still under wraps, but we can expect a high definition 1080p screen to match the HTC Droid sold in the US. If it is indeed intended as a flagship phone it must be quad-core, probably with 2GB of RAM and a high-resolution camera.
The new phone is almost certain to be 4G in the US, but whether it'll have the right flavour of 4G LTE technology for this country remains to be seen. The HTC One XL is in the first wave of 4G phones on EE, the first 4G network here in Blighty. But if the M7 turns up in the second half of 2013 it may well work on rival 4G networks, expected to launch as early as May.
Does HTC deserve to lead the Android pack? What would you like to see in the M7? Tell me your thoughts in the comments or on our Facebook page.