HTC One Google Play Edition will cost USD 699, while the Developer Edition will be available at USD 649.

The HTC One M8 has a 5-inch display, slightly larger than its predecessor, as well as improved camera technology, a faster processor and updated software, the company said.

What catches the spotlight in this device is its 4-UltraPixel camera. Chairwoman Cher Wang said at an event in London that the new device, which has a premium metal body, was an evolution of last year's HTC One.

Analysts at CCS Insight said the HTC One M8 was a ‘make-or-break’ device for HTC.