HTC has been quick to hitch itself to the Apple hype bandwagon by firing out a jokey tweet about the iPhone 6's new size.
The Taiwanese manufacturer tweeted on its official account 'Bigger screen. Better performance. Elegant design. Welcome to the party #iphone6'
- Read our hands on: iPhone 6 review
It's by no means the first time that a rival has tweeted about a new iPhone during the announcement, indeed Nokia did almost precisely the same thing to the iPhone 5C.
HTC's One (M8) is certainly one of the phones that the iPhone 6 has been created to compete with - and is currently number one in TechRadar's best phone on the planet list.
We are yet to give the iPhone 6 or its bigger brother the iPhone 6 Plus a full review, but it remains to be seen if either is the phone that can knock HTC off the perch.