We sat down with the manufacturer's VP of design to talk about what makes this phone so good.

"The HTC 10 is very recognizable as an HTC phone," says HTC VP of Design Claude Zellweger, "but it's also very distinguishable as a new direction for our design language."

We talked with the design lead about the company's latest flagship phone — the new HTC 10 — on the evening following the launch, and he wasn't shy about mentioning Apple or Samsung either. We've got the interview on video, so make sure to hit the play button!

Zellweger tells us that HTC wanted to really excel at the basic functions that people frequently use with their phones. One of the areas HTC worked really hard on, in regards to design, is the camera. The HTC 10 packs the camera without a huge bump and is nicely integrated with the rest of the body. He says the chamfered edges and the front glass with 2.5D curved edges are also part of the design to make the phone comfortable to hold with your hands and touch with your fingers.

When asked what was the most challenging aspect of designing the HTC 10, Zellweger claimed it was making the design look effortless. He points out that the camera, audio jack, and USB-C port are symmetrical on the phone, and while most people think that's simple to do, Zellweger says a lot of work actually goes into that.

HTC VP Design Claude Zellweger

Zellwegger said that the HTC 10 is for people who want a choice.

"If you want an iPhone, buy an iPhone. If you want to buy a Samsung, you can buy a Samsung. But this is the true alternative," he says while holding up the HTC 10. If you want a phone that doesn't scream out "me too," then he recommends checking out the HTC 10.

Look out for our full review of the HTC 10 in the very near future. In the meantime, let us know what you think of the HTC exec's thoughts in the comments!