LG has finally unveiled its 2014 flagship smartphone - the G3 - which will go head-to-head with devices from heavyweights such as Samsung, Google, HTC, Apple and Sony.
As expected the LG G3 comes with bleeding-edge features, meaning on a spec-by-spec basis at least it matches anything on the market already.
Here we take a look how LG's handset compared to the HTC One (M8), to see which you should buy:
LG G3 vs HTC One M8: Display
HTC's One series flagship features a slightly bigger screen than its predecessor, at 5in while retaining the similar full HD resolution at 1080 x 1920 pixels, giving it away a pixel density at 440 pixels per inch (ppi). The screen is protected with scratch-resistant Corning's third generation Gorilla Glass, featuring enhanced durability.
The G3 is slightly larger than the G2, moving from 5.2in to 5.5in The key difference in terms of display technology is that the LG G3 features a Quad HD IPS display with a resolution of 2560 x 1440 pixels giving ti a pixel density of 538ppi.
This is four times the resolution of a HD screen, and twice that of a Full HD display.
LG G3 vs HTC One M8: Design
The One M8 measures 146 x 71mm and is 9.4mm thick and weighs 160g. In comparison the LG G3 measures 146 x 75mm with a thickness 8.9mm and weighing 149g.
The HTC One M8 features an almost all-metal unibody design which makes it one of the most premium feeling and looking phones on the market.
In contrast the LG G3 continues to use a primarily plastic construction like the G2, though this does mean the phone is lighter than the HTC One M8.
LG has continued the trend it began with the G2 by placing the power and volume keys on the rear cover of the phone.
LG G3 vs HTC One M8: Hardware
HTC is using the Snapdragon 801 chip inside the One M8, which features a quad-core processor, running at clock speeds up to 2.3GHz, and paired with Adreno 330 graphics unit.
The LG G3 has an identical set up in terms of processor and GPU but certain versions of the phone will be available with up to 3GB of RAM, compared to the 2GB of RAM on the HTC One M8.
Both the handsets are available in 16GB and 32GB storage variants with microSD card support for additional space - though it should be noted that the 32GB version of the LG G3 will likely not be available in the UK.
The LG G3 comes with a 3000mAh battery while the HTC One M8 features a 2,600mAh battery.
In terms of connectivity both LG and HTC's handsets supports 4G LTE network connectivity and are NFC-enabled.
LG G3 vs HTC One M8: Camera
The HTC One M8 features the Duo Camera, which combines the two sensors placed one above the other on the back of the device. The first is the four megapixel Ultrapixel camera with the second a new depth sensor which captures detailed depth information to allow for a range of port-capture effects to be added.
The HTC One M8 also has a five megapixel front-facing camera.
The LG G3, like the G2, sports a 13 megapixel sensor with optical image stabilisation first introduced in LG G Pro 2.
The camera also introduces Laser Auto Focus to a smartphone for the first time enabling users to capture photos in challenging light conditions while measuring the distance between the subject and the camera using a laser beam.
LG's smartphone also has a 2.1 megapixel front camera that incorporates a number of enhancements such as a larger image sensor and larger aperture for more light throughput and better-looking selfies.
LG G3 vs HTC One M8: Software
Both handsets run the latest version of Google's operating system, Android 4.4.2 (KitKat) but both manufacturers have skinned Google's interface with their own software.
The HTC One M8 features Sense 6, which brings improved BlinkFeed - the visual newsfeed which acts as your homescreen.
LG's software promises an improved keyboard experience and smarter notification system as well as some different security options.
The long and short of it is that both proprietary skins add little to the experience and a pure Google experience would have been better.
LG G3 vs HTC One M8: Which Should I Buy?
The big selling point of the LG G3 is its huge 5.5in screen with its incredible pixel resolution. It is one of the best (if not the best) on any smartphone...ever. So if you like your screens big and bright and sharp, then the G3 is hard to ignore - particularly when it is paired with a powerful processor.
While the HTC One M8's 5in screen is also superb, it's big selling point is its premium build quality and flawless design. With both phones set to cost the same, the choice will likely come down to whether you want a bigger screen or more premium build.