IFA 2018 is here, and we are to witness the launch of plenty of smartphones at the event. Well, HTC has just rolled out its latest smartphone, and while the design looks similar to an older flagship, it is quite appealing nonetheless.

HTC has launched the HTC U12 Life, and from the back, it looks darn similar to Google’s Pixel 1. Considering the fact that it was HTC that designed the Pixel 1, the design language is kind of to be expected, and personally, I feel the U12 Life looks a tad bit better than Google’s flagship device. The U12 Life is all purple or blue eye-candy with a partial glass pane on the back, giving it a nice and premium touch.

That being said, the device is targeted towards the mid-range segment. The HTC U12 Life features a 6-inch 18:9 FHD+ display but without a notch. Under the hood, you’ll find a Qualcomm Snapdragon 636 chipset paired with either 4GB or 6GB of RAM, along with 64GB or 128GB of internal storage that can be further expanded with the help of microSD cards.

As for the camera department, HTC U12 Life features a dual-camera setup on the back. The 16MP + 5MP dual camera setup also features phase-detection autofocus, dual LED flash, and support for 4K video recording. On the front side, the U12 Life sports a 13MP front-facing camera with BSI, LED flash, and a “beauty mode” for selfies.

Image Courtesy: CNET

The U12 Life retains the 3.5mm jack while also packing in a USB-C port for charging. The entire setup is juiced up with a 3,600mAh battery, and the system runs on Android 8.1 Oreo with HTC’s custom skin on top of it.

The HTC U12 Life will sell in Europe but not the US or Australia at a price of £299 (~Rs. 27,500).