Here's what we can expect on the flagship.
The Taiwanese firm has already launched two phones this year - the mid-range U Ultra and U Play - to a mixed response. The HTC U 11 comes with enhanced BoomSound technology, as well as a pair of USonic noise-cancelling earbuds in the box. There's more space inside the phone for a speaker chamber, which makes audio sound far louder and richer than on the HTC 10.
The latest flagship from HTC, the HTC U Ultra was good but not convincing enough for being considered a great buy.
For a summarised version of this article, scroll down to the bottom of the page. It's quite glossy, and picks up fingerprints easily - but the U11 is an utter stunner, and one you'll be very happy to show off.
As is the trend this year, HTC has opted for a slim-bezel design for the HTC U11. The most obvious thing to do with these is to use them to open up an application, but the sensors are configurable so users can also set them up to open a shortcut to a specific app feature or to open a shortcut to a system functionality.
HTC has also brought an upgrade to the multimedia stuff on the phone. Meanwhile the Premium sports a larger 3230mAh battery (versus 3000mAh on the U11) but we suspect fewer pixels and lower performance demands of the U11 might meet that the HTC outlasts the Sony by up to an entire additional day in real-world tests. You can trigger them by saying "Okay Google" and "Alexa" respectively, or you can program the Edge Sense squeezable sides to launch the assistant of your choosing. It will be available in Amazing Silver, Sapphire Blue, Brilliant Black, Ice White, and Solar Red color options. It was just a foreword in a new chapter in HTC's story, so to speak.
Odd as it might look, the HTC U11's name has a story to tell.
The HTC U11 comes with a 5.5-inch display, 2560x1440 resolution, Gorilla Glass 5. But it is disappointing that there's no ultra-widescreen, bezel-free display like the Samsung Galaxy S8 and LG G6 to go with that wonderful finish.
HTC has taken the wraps off its latest flagship smartphone the HTC U11.
Another major update to the HTC U11 is the processor.
Under the hood the phone packs a Snapdragon 835 chipset but HTC didn't announce the full specs of the phone. We compare the two to see what each phone offers. Of course, there are differences, most of which, sadly, will be lost on most consumers.
In the picture department, you have a 12MP rear camera with faster autofocus, a f/1.7 lens and enhanced HDR capabilities. We think that makes up for the lack of a traditional port.
It's set to arrive in July.
HTC has also made a decision to include its own voice assistant, Sense Companion, on the U11. "We don't plan to sell smartphones below Rs 10,000", Siddiqui clarified.
The HTC U11, which will cost £649, was unveiled during a live event in Taiwan and is the tech giant's challenger to the new Samsung Galaxy S8 and the iPhone 7. It should survive being drowned in the sink briefly just as well as a Samsung Galaxy S8.
The U11 phone can be squeezed - pressure applied to sides - to receive commands, and will distinguish between a "short squeeze" and a "long squeeze" to perform different tasks.
Price: HTC is selling the HTC U11 for £649 in the United Kingdom, which is almost £200 more than the market price for a HTC 10 these days, and £80 more than the HTC 10's original retail price.