If there's a single handset that points to just how gimmicky the Nokia Lumia 730's “Selfie Phone” label is, it's HTC's own IFA 2014 arrival, the Desire 820.
Its chief claim to fame is its 64-bit, octo-core Snapdragon 615 processor, but it also happens to have an 8MP front-facing camera – that's 60% more pixels than the Lumia 730.
Such things are less of a big deal on Android, though, which is partly why HTC has placed the marketing emphasis elsewhere.
But you still have to wonder at the sense of it all: 64-bit is as geeky as a selfie cam is gimmicky, and the latter is more likely to resonate with a broader section of the buying public. Plus, the HTC Desire 510 announced last month hit the 64-bit paydirt first, so the Desire 820 is actually only the second 64-bit Android phone. Another marketing win for HTC, then...
Leaving that aside, though, the HTC Desire 820 looks to be well equipped to do a decent stint as the Taiwanese firm's mid-range flagship.
It replaces the Desire 816 – itself just six months old – and chief among the improvements is that Snapdragon 615 chipset. It comprises eight Cortex-A53 cores, four clocked at 1.5GHz and the rest at 1.0GHz, together with an Adreno 405 GPU.
64-bit processing is more of a theoretical step up right now, but come Android L it'll start making a difference, and that's when smartphones like the HTC Desire 820 will come into their own.
In the meantime, there are other positives to focus on, including the Desire 820's attractive overall appearance, which like the HTC One family uses a black border around the screen to create the illusion of an ultra-slim bezel.
At 5.5in there's a lot of display to get around, though its 720p resolution is probably the Desire 820's weakest point, on paper at least, with that large overall size working out to a pixel density of just 267ppi.
The rest of the spec-sheet is more in keeping with what you'd expect from a “mid-range flagship”: 2GB of RAM, 16GB of storage (fortunately expandable vice microSD), a 13MP rear camera to go with that 8MP front-facer, BoomSound speakers, a 2600mAh battery and Android 4.4.4 KitKat.
There's no price to report just yet, but the HTC Desire 820 will be available this month, we're told, and aside from an interesting choice of both primary and detailing colours, you'll also be able to encase it in a fancy Dot View case just like the flagship HTC One (M8).