Prior to its unveiling, HTC was teasing how good the 10's camera would be. Unsurprisingly, it's keeping this aspect to the fore in its advertising.
The HTC 10 features an "ultra selfie" camera, which is the focus of its latest TV campaign. In the short, but snappy ad, called 24 Hour Selfie, one man keeps taking photos of himself as he goes about his day.
What makes the HTC 10's an ultra selfie camera is its optical image stabilisation feature, a first for a front-facing snapper. This should ensure that pictures in low-light look better and removes some of the jitter from videos or video calls.
Aside from this camera, the HTC 10 offers a 5.2-inch display, the latest quad-core Snapdragon 820 processor and 4GB RAM, and a 12 UltraPixel rear-facing camera.