...and that's not a bad thing.
This is the HTC One A9 - the Taiwanese manufacturer's new flagship smartphone (and the second they've released in a year, given the M9's underwhelming launch back in March).
With a 5-inch HD screen, curved all-metal body and finger-print-scanning home button, it's done away with much of the old 'One' design features to appeal to the Apple-loving crowd.
This is essentially an iPhone rocking the latest Android operating system - and it's going to be a big hit.
The new Android Marshmallow operating system has helped cut down on the number of HTC apps that saw the former handsets lag, while a vast battery and impressive camera see it easily compete with the hardware of the iPhone 6S. There's also a neat trick of upping 16-bit audio to 24-bit, making your tunes sound super through your headphones - and there's a microSD card slot.
Let's face it - there's only so much you can do with five-or-so-inches of metal and glass. It's going to be rectangular, it's going to have edges that won't poke your eye out - no one complains that the majority of new flat-screen TVs all look the same as old flat-screen TVs?
Now available from a whole host of networks, the One A9 starts at £429.99.