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The HTC 10 is by far the best phone I’ve ever owned. It has a colourful, sharp screen that at 5.2-inches is big without verging into unwieldy phablet territory, while the all-metal design gives it a premium feel. It’s fast too, thanks to a Snapdragon 820 chip and largely untouched version of Android. Its camera excels in low light, the battery easily gets me through a day (extended Pokémon Go sessions not withstanding), and the powerful headphone amp is the best available on a mainstream device. I even like its slightly portly dimensions.

But would I say the HTC 10 is an exciting device? No. If anything, I’d say it’s rather dull.

It’s a problem that nearly all the big smartphone manufacturers face. That last great bastion of smartphone quality held by Apple—the camera—was matched, if not beaten by nearly all of this year’s flagship devices. Even the OnePlus 3, a phone with a premium design and specs, which costs a mere £330, stands toe-to-toe with phones costing twice as much, if not more. Cameras, screens, batteries, operating systems—they’re largely the same across devices, and they’re all very good. That’s a great thing for consumers, but not so much for smartphone makers used to charging a premium for the basics. It takes a special something to stand out.