The new HTC 10 smartphone is trying to beat Apple and Samsung with selfies

Lynsey Barber
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The HTC 10 is make or break for the smartphone maker (Source: HTC)

HTC has unveiled its newest flagship phone which it hopes can rival the likes of Apple and Samsung - and it's betting on selfies to do that.

The HTC 10 boasts a camera which can steady your selfie-taking wobbles, with technology called Optical Image Stabilisation.

The android-based smartphone brand has fallen out of favour in recent years, and failed to even rank in the top five best-selling brands of 2015, according to analysts.

Now it's hoping to change that. In addition to the selfie stabilisation, the HTC has hi-resolution sound and claims a battery life that lasts for up to two days (with some usage caveats, of course) and charges to 50 per cent within just 30 minutes.

Key features

  • 5.2 inch display
  • 5mp front camera and 1080p HD video
  • 12mp main camera and 4k video
  • £569 without contract

It will be tough for HTC to reclaim its place among the likes of Apple, Samsung and Huawei, however.

“With the new product they've picked all the boxes with things like design and features, the challenge is, they lost a lot of share in the market which has drastically changed. They have a mountain to climb to beat Apple and Samsung and Huawei which has a seemingly unlimited marketing budget,” said Ben Wood, analyst at CCS Insights.

“Realistically, having had two difficult launches on previous products, the M8 and M9, they are looking for a smooth launch and steady sales,” he said of the crucial launch."If this doesn't do well, there'll be questions about how long they can keep competing on the smartphone market. It's critical."

City AM Would yoube tempted by the HTC 10 when buying your next smartphone?