After months of leaks and rumors, HTC has unveiled its flagship smartphone for 2016, the simply named HTC 10. It has a lot riding on its shoulders — or, should we say, metal body? — given HTC’s consistently poor sales amid increasing competition from Apple, Samsung, and Chinese brands.

Note that the troubled Taiwanese-based manufacturer has dropped the One branding and M designation altogether, as well as many HTC-branded bloatware like HTC Audio and the standalone Zoe app (though Zoe is built in to the stock camera software), in an attempt to create a more focused device. One that, at first glance, seems to be aimed squarely at iPhone users who are considering making the switch to Android.

And if its gorgeous aluminum finish, unibody construction, and stripped-down interface aren’t appealing enough to sustain the interest of Apple fans, consider that the HTC 10 is the first non-Apple phone to support AirPlay, meaning it can be used to stream content to the Apple TV and other iOS devices.

HTC 10 official

The simply named HTC 10

Over to the camera department, the HTC 10 is equipped with a 12-megapixel rear camera with optical image stabilization and f/1.8 aperture lens for capturing more light and producing brighter and clearer photos in dim lighting. The 5-megapixel front-facer has the same aperture as the rear cam and is likewise optically stabilized — a first for any phone maker, according to HTC.

When it comes to under-the-hood specifications, the HTC 10 matches the likes of the Samsung Galaxy S7 and LG G5 spec-for-spec, fitting a Qualcomm Snapdragon 820 processor with 4GB of RAM. The 32GB of onboard storage should prove to be satisfactory for most users, though a microSD card slot that houses up to 1TB cards (that don’t exist yet) is there for those who need more memory.

Display purists will be delighted to note that the HTC 10 has one of the most pixel-dense screens around, sporting a 5.2-inch Quad HD display topped off with curved-edge glass. And while we’re not in a position to comment on picture quality, our positive experiences with recent HTC flagships going back to the HTC One M7 inspire much confidence.

However, we can’t say the same for the non-user-replaceable 3,000mAh cell, which the phone maker claims is big enough to power the device through two days of usage. Regardless, you’ll be able to charge it quickly through a USB Type-C connector that supports Qualcomm’s Quick Charge 3.0 rapid-charging technology.

The HTC 10 is now available for preorder in the U.S. for $700 (P32,500) and will ship in four colors: gray, silver, gold, and red. Shipping will begin around May.

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