Life may have no meaning. Or even worse, it may have a meaning of which I disapprove - Ashleigh Brilliant
Not anyone will be able to get their hands on the shiny new model though, as HTC's gold HTC One smartphone will be handed to this year's MOBO Awards Best Newcomer winner.
While we're not a huge fan of the handset's appearance, it's quite a valuable prize, with HTC claiming that the 18-carat gold plating and the MOBO logo emblazoned on its rear ups the price of its flagship smartphone to £2,750.
The firm has made another four gold HTC One handsets, one of which will be given to a member of the general public. It's not yet clear what will happen to the other three.
HTC Europe president Phil Blair said in a statement, "The best artists have always been given gold discs to celebrate their success, but today most people listen to music on their phone. We wanted to celebrate that fact.
"We're sure the winning MOBO artist will love their unique phone and we will be giving a lucky member of the general public the chance to get their hands on one too."
Beyond its bling casing and MOBO logo, the gold HTC One's specifications remain unchanged. That means you'll find the same 4.7in HD Super LCD display, quad-core 1.7GHz processor, 4MP Ultrapixel camera, Sense 5.0 skin and 2,300mAh battery.
If you're desperately after a gold HTC One, you can pick one up cheaper from Goldgenie for £1,895. µ
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