It can be hard to discern the difference between flagship phones these days, but HTC is hoping to sweeten the deal with a focus on design, sound, and camera quality to make its 2016 phone the best of the bunch.

There’s no doubting that mobile buyers are certainly spoiled for choice when selecting a phone these days, what with the likes of Apple, Samsung, Sony, LG, Huawei, Oppo, Motorola, Microsoft, and a few others fighting for a piece of the action, squabbling over your hand in an effort to be your device of choice for the next year or two.

HTC has been in that running for a long time now — longer than most, thanks to its Windows Mobile smartphones — but in the past year or so, the brand has dropped a peg or two.

That’s a shame, too, because up until 2015, the company was producing some solid phones with great features few could match. It was practically the first company to build an aluminium phone, and it was the first smartphone maker to increase the size of camera sensor pixels to let in more light.

It even managed to help its customers do away with the Bluetooth speakers thanks to loud “BoomSound” stereo speakers, something no one saw coming and is still seen as one of the better inclusions for a smartphone to date.

We loved the HTC One M7 in 2013 (left), and the One M8 in 2014 (middle), but in 2015, things got a little boring, and HTC played it safe when it came to smartphones with the One M9 (right).

“2015 was a challenging year for HTC,” said Ben Hodgson, Country Manager for HTC Australia and New Zealand. Despite this, Australia’s head honcho for the major phone company promises to be different.

“The claims that we’ll make are bold, but we honestly believe we have the most advanced phone on the market,” he said.

And here it is, the phone that will make those claims: the HTC 10.

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Forget the “One” branding, and move past the “Desire” because that one sits in budget and mid-range territory now.

Rather, HTC’s latest phone is just the “10”, and it is essentially a complete reinvention of the HTC flagship phone.

That’s not a small comment, either, because while you might automatically assume new phones are a minor bump in design and spec, for HTC, the 10 is about getting smartphones to the point where they can be a thing of both power and beauty.

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