HTC is due to show off its latest creation today, and there’s not much about the One (formerly known as M7) that we don’t already know. It looks like a hybrid mutation of a BlackBerry Z10, iPhone 5 and Sony Xperia P, and HTC’s maligned Sense skin seems more reminiscent of Windows Phone with its latest iteration. Hell, we even know that HTC’s going crazy with the button placements on the new phone, but that doesn’t mean that the Taiwanese firm won’t have a few surprises up its sleeves, so we will be liveblogging the launch proceedings via an interesting new platform (Google Docs) and myself (if I get home in time), Rowan and possibly Neil will be bringing you all the news as it happens. Will HTC’s latest be the One to make you feel that way? Join us in a few minutes to find out!

All times are in GMT
This event has now ended.

15:04 Looks like the event is about to start soon! There appears to be a very WP8-esque animation on the stage projection.

15:06 This phone has been leaked like crazy. It looks a bit like a cross between the iPhone 5, the Z10 and the Droid DNA. The highlight has to have been a slightly (read: very) drunk Peter Chou shouting HTC ONE! repeatedly to a crowd of HTC employees a bit like Ballmer.

15:09 The music is ramping up. Very electronic-y.

15:14 Is this thing on? Hey world.
Hey!

15:15 Unlike The Verge, our liveblog isn’t sponsored by BlackBerry. Prepare for total impartiality/terrible jokes/analysis.

15:17 The London event is causing tremendous delays. We should be under way shortly.

15:17: Apparently, there are a lot of unofficial hands-ons going on while people are waiting. It looks like a lot of HTC employees already have their Ones.

15:18: And Jason MacKenzie is on stage in New York!

15:19: “HTC saw a massive opportunity to bring new excitement back to the smartphone.” – Jason MacKenzie

15:20: The HTC One!

15:21 HTC jumping straight into things. Here is a picture of the familiar guy.

15:22 Dual stereo speakers and dual capacitive buttons with the odd placement that HTC seems to wish to pioneer.

15:23 “The new Sense brings a clean and modern design”

15:23 New “Blink Feed” feature, replacing apps and widgets with information that is important to you. Partnering up with a lot of people apparently.

15:24 BlinkFeed seems to be built-in Flipboard. It’s even a bit like Flipboard’s tablet app with its tiled UI.

15:25 HTC has 1,400 content partners. Wow.

15:26 The Verge just broke their embargo. Dual speakers on the front are known as “BoomSound”. Oh dear, HTC.

15:26 Ed Erhart from ESPN is on stage talking about how sports fans love their content on their phones etc.

15:26 The London event is finally beginning.

15:27 The processor is a quad-core 1.7GHz Snapdragon 600, and the camera is the rumoured 4.3MP UltraPixel thing that works somehow. Also Sense 5.

15:27: A clearer image from Engadget! They describe the phone as very thin, and very well made.

15:28 It appears to be a good UI for people who love new content in their faces. If you can avoid it being bloated by Facebook and Twitter, I think I’d adapt to it.

15:30 Also, it’s a 4.7” 1080p display at 468ppi. If you like pixels, this phone is for you.
“Neil Thomas, Pixel Density Enthusiast”

15:32 People at the event are saying the screen is incredibly bright. We believe it is Super LCD 3.

15:32 Also the BOOMSOUND is LOUD. LOUDER THAN BOOM.

15:33 Press shot!

15:33 HTC’s new music player pulls in lyrics from the internet (think Shazam’s LiveLyrics) and it has 2 microphones to record better audio.

15:34 It also has an IR blaster, if anyone cares. Also 802.11ac.

15:35 It will be on all UK networks (duh) and Sprint, T-Mobile and AT&T. Verizon will probably get DROID plastered all over it with dumb bloatware.

15:36 2GB RAM, 32GB storage (with 64GB SKU in some regions), GLONASS, Bluetooth 4.0 and…………..2300mAh battery. Don’t forget GLONASS.

15:37 Apparently good low light too – could this be a PureView killer?

15:38 “We’ve developed our own technology, called the UltraPixel camera. 300 percent more light, ghostless HDR, HDR video.”

15:39 There’s also a camera feature called HTC Zoe. Zoes are short video clips (think Vines).

15:40 It will be interesting to see how well this stacks up with the Galaxy S4 that is rumored for March 14th.
Of course we will be liveblogging that too. And the PlayStation thing tomorrow.

15:41 Your Zoes can have Instagram-esque filters! The world is saved!

15:42 Here are a few quotes from the Engadget hands-on.
“Look a little closer and the attention to detail is staggering — this is a product that stands shoulder to shoulder with the iPhone 5 in terms of materials and build quality.”
“HTC even sourced custom-grade aluminum that’s harder than what’s found on the iPhone 5.”
“In front are two aluminum bands (top and bottom) separated by a vast sheet of Gorilla Glass 2 covering a gorgeous 4.7-inch 1080p (468 dpi) Super LCD 3 display.”

Apparently it takes 200 minutes to machine just one shell.

15:44 “We’ve leveraged our breakthroughs in technology to integrate the antenna within the phone’s aluminum, allowing us to create gapless devices from a single block of aluminum.”

15:46 IT HAS CHAMFERED EDGES.

15:46 It also has Optical Image Stabilization, Nokia style.

15:47 The One will ship worldwide in late March. No RIM-style same-day launch magic here. 😦 Also no Verizon. So yay, no home button logos.

15:47 “HTC is launching a new trade in program where customers that preorder can turn in their current phone to get up to $100 off of a One.” I could actually do this – but I love my Nexus.

15:48 And, as with last year’s 8X event, HTC’s done in an hour. Thanks for joining us! Remember to give us feedback on this new liveblogging style we’re trying.

15:49 Be sure to join us at 4 PM GMT for the Ubuntu event! Also, join us at [placeholder o’clock] tomorrow as we meet the future of PlayStation!