HTC just announced its new flagship Android smartphone, the highly anticipated HTC 10. It follows in the footsteps of a family of popular HTC “One” devices, including the One M7, One M8 and One M9, though drops that “One” moniker for something more simple: 10.

The HTC 10 packs a 5.2-inch Quad HD Super LCD 5 display and Qualcomm’s new Snapdragon 820 processor. It also offers a large 3,000mAh battery, 4GB of RAM, 32GB or 64GB of expandable storage (depending on the market), Android Marshmallow, HTC Sense and BoomSound Hi-Fi Edition speakers. The audio is a bit different than you might expect from BoomSound; you’ll find a front-facing tweeter at the top of the phone while a downward-facing woofer sits under the phone.

The company put a big emphasis on cameras for the HTC 10. In back, you’ll find a 12-UltraPixel f/1.8 lens with laser auto-focus and optical image stabilization. The sensor builds on HTC’s first UltraPixel camera, which appeared in the One M7 but only offered a 4-megapixel sensor. You should expect even more light and sharper images. The front-facing 5-megapixel camera features its own optical image stabilization (OIS) mechanics, which is unique to the HTC 10.

On the software front, HTC says it made an effort to cut back on extra apps to promote the best of what Google and HTC’s software engineers have to offer. That means you won’t find too many duplicates; Google Photos, for example, now supports RAW images shot by the HTC 10 camera, so you don’t need HTC’s stock Gallery application. That methodology spreads throughout the rest of the smartphone’s applications, too.

Another neat feature is called “Freestyle Layout.” It lets you place “Stickers” all over a pre-selected wallpaper, with each sticker representing an application. One example: a space theme might have a moon representing Google Maps and a representing Twitter. It sounds weird and it kind of is – tweak it to your heart’s content.

The unlocked HTC 10 launches in early May starting at $699 from HTC’s website. That model supports AT&T and T-Mobile LTE networks in the United States. It will also be sold through Verizon, Sprint and T-Mobile though, oddly, AT&T is missing from the company’s list of carrier partners. Pre-orders for the unlocked model open today and carriers will announce individual pricing soon.

HTC 10 Infographic