HTC has taken to Twitter's Vine video sharing platform in an intriguing, yet mysteriously, six second clip promising change.
The company's 'Big things ahead' post on Monday evening features a helicopter landing on top of a building, a low-five being exchanged between two random guys and not a lot else.
Two slogans then appear on the screen, evoking the company's initials with the words 'Here's To Change and 'Happy Telephone Company.'
Earlier on Monday images leaked of the purported 5.9-inch handset, complete with the signature aluminium unibody, suggesting a launch is not that far away.
The device is said to include a quad-core 2.3GHz Qualcomm Snapdragon 800 processor, a humungous 3330mAh battery pack and 2GB RAM. It's though that the device will make its appearance at the IFA tech show in Berlin in a month's time.
While the launch of the HTC One Max is one possibility, the 'here's to change' slogan could also allude to the possibility of larger changes at the company itself. Is HTC planning some sort of rebranding? Time, it seems, will tell.
UPDATE: It's been suggested through various sources that one of the fellows in the teaser trailer is none other than Iron Man himself, Robert Downey Jnr. Interesting.