The dual-core HTC 8X will cost £400, challenging the Nokia Lumia 920 also announced this month. The 4.3-inch high-definition screen shows off the new Windows Phone 8 homescreen, which lets you resize the colourful squares to your heart's content.
The 8X's little brother, the 8S, will cost £225. It sports a 4-inch screen, with a 1GHz dual-core processor and 5-megapixel camera. The 8S is up against the Nokia Lumia 820.
Prices for the Nokia range are yet to be announced, but I suspect they'll be more than a few quid dearer than the outlay quoted for the HTC pair.
Those HTC prices are according to online retailer Expansys, however, so they're not set in stone. And there's plenty of time for prices to change as we won't see them until November, when Windows Phone 8 makes its debut.
Windows Phone 8 arrives hard on the heels of Windows 8 for computers, laptops and tablets. There's set to be a crossover between computers, tablets and phones as Windows 8 and its mobile counterpart share apps, as well as the vibrant, blocky touchscreen interface.
The 8X and 8S are HTC's first Windows Phone mobiles. They pack plenty of power under the colourful paint jobs, but I can't help thinking they're a bit too similar to the Lumia range.
Incidentally, did you know HTC stands for High Tech Computers? Well it does. How adorable.
Would you fork out £400 for the 8X? Are HTC's Windows Phone phones genuine competition for the Nokia Lumia range? Tell me your thoughts in the comments or on our Facebook page.