You could almost drag and drop Apple’s Jony Ive into this video and he’d fit right into what HTC is trying accomplish in this video. Whether you’re into Apple or not, this video from HTC that shows off what went into the HTC One design is pretty neat.

It’s been a while since I’ve picked up an Android phone, and I’ve been thinking about picking one up to play with. If I end up pulling the trigger, it’ll be the HTC One. It’s probably the best designed phone on the market not named iPhone, although the Z10 looks pretty great too.