The HTC Desire 601 is the company's latest venture into the mid-range market with its sights firmly set on the Nokia Lumia 625 and the Sony Xperia SP
HTC have unveiled the HTC Desire 601 a mid-range smartphone that blends the styling from the HTC One range with slightly lower specs and a plastic body.
Whilst from the front the Desire 601 does feature styling cues from the HTC One and HTC One Mini this is an entirely new phone with a smooth plastic back helping cut costs.
Hardware is distinctly mid-range as well sporting a more than capable Snapdragon dual-core processor clocking in at 1.4GHz whilst 1GB of RAM should keep multi-tasking in check.
Read more: HTC Desire 601 review: Hands on
HTC are clearly keen to keep the brand experience the same however so the Desire 601 will come with Sense, Blinkfeed and ZOE. What you do lose out on unfortunately is the Ultrapixel camera with the 601 instead sporting a 5MP snapper and a VGA front-facing camera.
This is also a 4G-ready smartphone which means that when it arrives in September you'll be able to connect to any of the UK's new 4G networks from Vodafone, O2 and of course EE.