The HTC Endeavor, which was previously known as the HTC Supreme and the HTC Edge, will apparently be sold under the name One X, according to mobile news website Pocketnow.
The phone, which is expected to be launched at Mobile World Congress at the end of this month in Barcelona, will be HTC's top of the range smartphone and come with a quad core processor, possibly the Nvidia Tegra 3, a 4.7-inch 1,280 x 720 pixel HD display, an eight megapixel camera, plus a combination of Android 4.0 Ice Cream Sandwich and HTC Sense UI 4.0.
Another tech website, Slashgear, is reporting that the HTC Ville will be called the HTC One S, hinting to the fact that the Taiwanese phone maker may be warming to christening its range of mainstream/top-of-the-range smartphones as "One".
Last year saw the rise of the Sensation (XL, XE and Plain Vanilla) and the year before the Desire (S, Z, plain vanilla and HD).
It's worth noting that should Nvidia be chosen for the HTC One X, it will be the first time that Qualcomm will have lost out as HTC's preferred system on chip partner.
Qualcomm has been an essential partner for HTC ever since the company released the first Android smartphone back in October 2008, the HTC Dream, which ran on a Qualcomm MSM7201A processor.