HTC has unveiled what could be a game-changer in the ever-evolving and competitive smartphone market.
The U11 contains technology known as Edge Sense – a set of sensors on each side of the handset that react when they are squeezed.
This means that users of the U11 can launch apps such as the phone's camera not with a swipe of the screen but by giving it a squeeze.
HTC has also confirmed that the handset will contain two voice assistants, which you might be familiar with if you have Google Home or Amazon Echo speakers at home.
As a result, you will be free to dictate messages rather than punch in each letter manually.
Furthermore, voice commands can activate the front-facing selfie camera, which boasts a resolution of 16 megapixels.
Meanwhile, the rear-facing camera offers 12 megapixels and the capability of smoothing shaky photographs.
Another innovative feature will be the incorporation of artificial intelligence. HTC's Sense Companion assistant will be capable of learning a user's habits and then making recommendations for content based on what it has found out.
Browsing the web should therefore be highly intuitive and well targeted to each individual consumer, taking personalisation to a whole new level.
The U11 also works even when it has been exposed to water, and it's so versatile that you can even wear gloves and still use it!
In addition, the gadget comes alongside USonic earphones that can filter out background noise.
The HTC U11 is being widely touted as the company's response to the competition posed by the iPhone 7 and the Samsung Galaxy 8.
It will be fascinating to see if the idea of a squeezable smartphone catches on – and HTC is certainly confident that it will.
Indeed, it said at the U11's big media launch that it wants the U11 to “revitalise the company”.