There's a new Google-powered Android phone in town...but it wouldn't look out of place in an Apple Store.
The HTC One A9 has just been unveiled by the Taiwanese tech giant and it looks almost identical to the iPhone 6s.
Although on the outside it may have all the hallmarks of an Apple smartphone, there's no sign of the US tech firm when you hit the on button.
HTC is launching the A9 with the latest version of Android Marshmallow and they say they've worked closely with Google to make sure users get the ultimate experience.
Google's latest OS brings plenty of extras to this phone including Android Pay and Google's Now on Tap feature.
This intuitively provides contextual information about whatever is on your screen – look up reviews for a movie from a text, hear a song mentioned in a blog post, or book seats at a restaurant from an email, all at the press of the home button.
"Today we're taking that heritage of innovation to the next level"
Cher Wang, chairwoman and CEO, HTCOther features on this new device include a decent Qualcomm processor, 32GB of expandable memory and a fingerprint scanner.
There's also a 5 inch, Full HD display and 13-megapixel rear camera with Optical Image Stabilisation.
HTC has also worked hard to improve the sound quality on its latest phone with the A9 now featuring Hi-Res audio playback.
Although the A9 has a relatively small battery HTC are boasting that it will give users plenty of life.
Doze automatically turns off power hungry applications when your phone is left idle and HTC reckon its new features are all optimised to maximise battery life throughout the day.
Speaking about the device Cher Wang, chairwoman and CEO, HTC said: "Today we're taking that heritage of innovation to the next level, unveiling a phone that stands apart in a market increasingly dominated by a company which controls every aspect of your phone.
"The HTC One A9 breaks from this trend by offering an incredible design, fantastic performance, cutting-edge software features and the freedom to take full control of your smartphone experience."
Hands-on with HTC One A9
Daily Star Online has had an exclusive hands-on with the HTC One A9 and we've been left surprisingly impressed.
Although it appears an odd decision for HTC to launch another flagship device alongside its current smartphones, the A9 offers something fresh to the range.
The A9 looks and feels just like an iPhone with a soft, curved design and premium metal finish.
However, on the inside there's no sign of Apple.
Running the latest version of Android Marshmallow sets this device apart from most of the competition and with HTC working closely with Google the user experience is fast and fluid.
The display is good and with a host of extras such as fingerprint scanner and Hi-Res audio playback there's plenty to get excited about.
We only had a short time with the A9 but our initial impressions are good.
HTC say they are aiming this smartphone at a new younger audience and if the price is right it could go down a storm.
An A9 will be arriving with us shortly and we'll have a full review for you soon.
The HTC One A9 will be available in the UK from the beginning of November 2015.
The device will be available in Carbon Grey, Opal Silver and Topaz Gold and will be stocked by retailers and operators including EE, O2, Vodafone, Carphone Warehouse, John Lewis, Amazon, Mobile Phones Direct.
Prices are yet to be revealed.
Source: Can this iPhone lookalike convince Apple fans it's time for Android?
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