Why are mobile tech companies so shy about unveiling exciting new products at the Consumer Electronics Show in Las Vegas these days? We honestly can’t remember one decent gadget premiered last year to go on and rack up respectable sales numbers, and now once again the expo is shaping up rather uneventful as far as we’re concerned.

What’s odd is that HTC has just begun teasing “something big” coming mere days after CES 2017’s conclusion. Specifically, something “for U” to be announced Thursday, January 12. Unfortunately, that’s still not very specific, with venues, names and even product categories tough to crack based solely on HTC’s awfully cryptic image above.

Are we looking at a new smartphone here? Perhaps the “real and alive” Ocean with Sense Touch? A more conventional HTC 11 flagship model? How about the Taiwanese OEM’s fabled, oft-delayed first ever smartwatch? A revised Vive virtual reality headset?

It’s way too early to call it, especially lacking any shred of concrete evidence, but our money is on a slightly lower-profile UA HealthBox sequel. U may well stand for Under Armour, and the connected fitness system’s first edition did see daylight back in January 2016, ironically during the previous Consumer Electronics Show in Vegas. Other guesses?

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