HTC today announced that it will be unveiling its flagship handset for 2016 — the HTC 10 — on April 12. The company will not be holding any physical launch event for the handset. Instead, just like it did for the One A9, the company will be revealing its flagship through an online-only event.

The HTC 10 has already leaked plenty of times in press renders and blurry cam shots and not much remains unknown about the device. The leaked specs — a 5.1-inch Quad HD display, Snapdragon 820 chipset, 4GB RAM, 12MP rear shooter — do seem to indicate that the HTC 10 will compete directly with the likes of the LG G5 and the Samsung Galaxy S7, but at this point, HTC needs more than just a phone with an impressive hardware.

See what we’re obsessed about on April 12 on https://t.co/NMJMew9UvA. #powerof10 pic.twitter.com/J3ZFCALvUx

— HTC (@htc) March 22, 2016

Most importantly, the camera performance of the 10 will decide its fate, which has previously been a sore point of flagship HTC handsets.

With the LG G5 going on sale in most markets by March 31 and the Samsung Galaxy S7 already on sale, HTC has already lost half the battle.

With the official unveiling of the HTC 10 set for April 12, it is likely that the handset will go on sale towards the end of April in most markets, at which point the Galaxy S7 will be out in the market for 1.5 months and the LG G5 for a month, and most most consumers would already deciding between either of the two handsets with their wallet.