HTC's new U11 smartphone release is designed to be squeezed by users to open apps, take photos or record audio - but is this something that'll grab consumer attention in the short term?
HTC lost considerable market share to Apple and Samsung back in 2011, so they'll be banking on the U11 to claw back some credibility in a very crowded smartphone market.
A better selling point might have been battery life, user interface or, simply, a sexier looking handset.
I don't think Apple or Samsung will lose any sleep somehow.
While it’s nice to have so much choice, this scatter-gun approach will almost certainly lead to confusion. It also reflects HTC’s current situation, where it’s fallen well behind competitors such as Samsung, OnePlus and Apple, and feels like it needs to go the extra mile to rebuild its once-excellent reputation.