HTC unveiled its new flagship smartphone, the HTC 10, this morning, and so far we’re impressed with what the Taiwanese manufacturer has to offer. 

HTC 10For its latest outing, HTC has clearly chosen to focus on performance and get, what it calls, ‘the fundamentals’ right. According to HTC, users can expect apps to launch twice as fast and perform better on the HTC 10; the display to be 30% more colourful and 50% more responsive to touch than its predecessor, the M9; and a vastly improved battery life.

Running the latest Qualcomm Snapdragon processor with enhanced 4G LTE, the HTC 10 offers a 3,000 mAh battery and an in-the-box 3.0 Rapid Charger with improved thermal management, meaning it stays cooler and charges the battery faster than previous models.

The HTC 10 also comes with Boost+ which not only automatically optimizes your memory, but also offers a game battery booster; a new PowerBotics system, which auto detects and shuts down apps that use excessive power; and allows you to lock apps if they’re not working while App Manager provides a fix – all of which will be particularly interesting to those heavy users out there.

Interesting, the HTC 10 will be sold with significantly less bloatware than its predecessors and competitors. Putting control back into the users’ hands, HTC has reduced the number of duplicative and pre-loaded apps and has also created a new freestyle layout, meaning you decide exactly how you want your home screen to look, with lots of options to move widgets, icons and layers on the screen.

In terms of camera capabilities, HTC fans should also see improvements on the 10. With optically stabilized, larger aperture ƒ/1.8 lenses on both the front UltraSelfie camera and 12MP rear cameras, new larger sensors and faster laser autofocus, not only does the camera perform exceptionally well in low light, it also has one of the fastest launch times on the market at 0.6 seconds.

Finally, HTC – known for providing quality audio on its smartphones – has created an all-new Personal Audio Profile system on the HTC 10 which is designed to enhance your audio experience by creating a profile specifically tailored to your ears. The system adjusts sound frequencies to ensure you always hear audio as it was intended on the HTC 10.

No detail on European availability or pricing was announced today but we should expect to see the HTC 10 make it to this side of the pond by mid-summer.