With the summer having drawn to a close, the smartphone world is gearing up for a busy autumn launch window - and Huawei wants to be front and centre with the Mate 10.
Last year's Mate 9 was a beast of a phone, taking everything we loved about the P10 and making it bigger, better and more powerful. Plus it didn't have to go up against Samsung's Galaxy Note, which was having a few explosive teething problems. That means the pressure is on for 2017, with the Mate 10 having to work harder to impress us.
As we edge closer to an official reveal, here are all the rumours and reports we've heard so far - along with whether or not we reckon the details seem legit or not.
When will the Mate 10 be out?
Huawei has always saved its Mate upgrades for the end of the year, and 2017 looks to be no exception.
Rumours had long pointed to an October launch, and now the company has confirmed as much, sending out invites to the media for an October 16th event. It will kick off in Munich, Germany, but that doesn't necessarily give a clue as to which countries will be getting one first - it could be a global reveal, or it could be Europe only to start with.
Company CEO RIchard Yu then confirmed at IFA the Mate 10 would make an appearance in Munich - locking in the date for Huawei fans the world over.
No prizes for guessing whether this is accurate or not - Huawei itself has basically confirmed the phone will be arriving in October. The masive "10" on the invite gives the game away a bit, doesn't it?
As for when it will go on sale, that is a bit more of a mystery. Huawei has been quick to get its phones into customer hands before, so we could be looking at something similar here.
How much will the Mate 10 cost?
Nothing is confirmed just yet, but judging by Huawei's prior form, you can expect the Mate 10 to cost a pretty penny. The Mate 9 cost RM2499 here when it arrived last year, and with rumours flying of even more performance, superior cameras and a bezel-busting display, it would make sense if its replacement cost significantly more.
That's especially true now that both Samsung and Apple are pushing prices higher than in previous years, thanks to Plus-sized phones with extra storage space. If Huawei is planning to rival the anniversary iPhone and Samsung's Galaxy Note 8, it could decide a premium approach makes the most sense.
It's tough to tell on this one: Huawei could pull a blinder and undercut both the Galaxy Note 8 and anniversary iPhone, giving shopers serious pause for thought - or it could try to match them on price at the very top end of the smartphone price spectrum.
Either way, it certainly won't be cheap.
What will the Mate 10 look like?
Huawei has been a big fan of all-metal phones for a few years now. With the Mate 9 range looking like a refined, more evolved version of the P9, we're expecting something similar this year - which could mean the Mate 10 ends up as a tweaked iteration of the P10.
That almost certainly means an all-metal design, but there could still be a surprise switch to glass in the pipeline. Spy shots of the handsets have started appearing online, but it's difficult to tell if that's metal or glass on the back of the phone.
The one major difference this year is the promise of a "full-screen display". Huawei CEO Richard Yu told Bloomberg that the Mate 10 would have this kind of screen, possibly in reference to the Galaxy S8 and iPhone X's super-thin display bezels. It would be the first time Huawei has gone for the all-screen approach, and would certainly help the Mate 10 stand out from the crowd - although it's unknown if this will be limited to the Mate 10 Pro, or will be making its way to the mainstream Mate 10 as well.
A 6.1in, QHD resolution display seems most likely for the more expensive Mate 10 Pro - the first images of which were leaked by @EVleaks a week ahead of Huawei's unveiling. It also shows off a rear fingerprint sensor - different from the front-facing scanner seen on leaks of the vanilla Mate 10.
It has since been revealed that Huawei is calling this kind of display "EntireView", with the latest rumours pointing to a 5.99in AMOLED screen with 18:9 aspect ratio and 2160x1080 resolution for the vanilla Mate 10.
There's also no word if Huawei will continue its partnership with Porsche Design, and create an even more exclusive Mate 10 variant.
It's all fiction for now, but expect details to start leaking out very soon. Now that Huawei has set a date for the reveal, the hardware has almost certainly been finalised - it won't be long before internet sleuths give us our first glimpse of the Mate 10.