Today sees the launch of the HTC Desire 500 Android phone, a mid-range handset for those with not enough readies to snap up one of HTC's premium HTC One range smartphones.
That's not to say it isn't a capable handset though - with a 1.2GHz quad-core processor, 4.3-inch screen, the HTC BlinkFeed news and social aggregating homescreen and an 8MP rear camera, it's certainly one of the more powerful handsets to be lumped into the mid-range price bracket.
"The Desire range has become renowned for bringing a premium mobile experience to the mass market." said Peter Chou, CEO of HTC.
"This particular model, the Desire 500, is no different. It is perfect for people who are always-on-the-go, it enables powerful multitasking and live-streaming of important and interesting information, and it boasts an excellent camera and that bring your important moments to life."
Available in blue and black shades, and with optional dual-SIM and NFC connectivity in some international markets, it seems to be the design which puts the Desire 500 off the pace, having more in common with the generation-old Desire range than the current HTC One flagship.
Hitting stores in August, pricing has yet to be confirmed, though this could prove a very worthy purchase if the price tag stays low.