Beep beep! All aboard the Plus-bus! HTC clearly believes in the power of positive thinking, having given its popular One X smart phone a makeover, releasing an updated version that plays host to a more powerful processor and a beefier battery.
The One X+ looks almost identical to the One X (HTC told me there's a difference of a few millimetres, though that could be enough to ensure One X cases don't fit this new model), but under the surface it's a much-altered beast.
To start with, the One X's quad-core processor has been given an upgrade, boosting the 1.5GHz chip to 1.7GHz, a change that should squeeze a little extra grunt out of this 4.7-inch smart phone.
Meanwhile the 1,800mAh battery that lurked inside the One X has been chucked on the scrapheap, in favour of a 2,100mAh option. Our biggest complaint regarding the One X was an inability to survive away from the mains, so news of a bigger battery is definitely welcome.
Android 4.1 Jelly Bean is on board, providing you with cutting-edge Android kicks, while storage capacity has been bumped to a hefty 64GB, though there's still no microSD card slot.
Elsewhere the 720p display, 8-megapixel camera and Beats audio tech all return, with the big question being whether this phone can compete with the Samsung Galaxy Note 2, which also has a powerful quad-core chip, as well as a big screen and a 3,100mAh battery. We'll know for sure when the One X+ goes on sale, in the next few weeks. No firm date or price have yet been announced.
Are you intrigued by the One X+? Or does HTC need to try something a bit different to pry you away from your cash? Tell me in the comments or on our Facebook wall.