Whether you're committed to Android or to iOS, this year's new phones have tended to underwhelm. Google's new Pixel handset is different.
Built by HTC but running Google's software – Maps, Drive, Photos and of course search are lightening fast – it boasts either a 5-inch or 5.5-inch display, a 12.3 megapixel camera that's been rated the best on any mobile, plus unlimited cloud storage for photos and 4K videos.
A new version of Google Assistant, formerly known as Google Now, is also included. It will now talk back to you and is much more focused on conversational voice interaction.
It might just be the best phone we've seen in 2016.
To celebrate the launch, Google has opened a pop-up store London with all manner of interactive tricks and treats.
Google Pixel £599, Google Pixel XL £720
Google Pop-Up, 145-149 Tottenham Court Road, London, W1T 7NE