This is the indigo variant of the new J Butterfly.
The back plastic is very much of the slippery, fingerprint-attracting variety — this doesn't feel as good as the plastic used in the iPhone 5C or Nokia's Lumia line.
HTC CEO Peter Chou takes the stage.
The new HTC J Butterfly in "rouge." HTC made an oddly big deal of the phone's wallpapers, saying it spent a long time designing decor that would stand out and match text well.
For some reason, the HTC J Butterfly launch event also served as the launch event for the 10th single by Nogizaka46, the Japanese idol group conceived as the "official rival" of the ubiquitous, controversial AKB48.
Members of Nogizaka46 demonstrate the dual-camera-powered refocusing feature of the HTC J Butterfly.
The new HTC J Butterfly in white.
The "ceramic" white version of the phone is by far the most attractive and appealing. Unlike the glossy rouge and indigo models, it features a soft-touch white plastic rear panel that is much more pleasant to hold. HTC also claims it's easy to wipe dirt and other marks off, which some found to be an issue with 2012's matte white One X.
HTC CEO Peter Chou and KDDI president Takashi Tanaka sit for a staged interview.
HTC Nippon's effusive Ryoji Murai talks about the new J Butterfly's design.
Murai leaves the stage.
The new J Butterfly features front-facing BoomSound speakers, as with the One M8, but HTC is keen to emphasize its audio credentials in other ways. The phone will come packaged with in-ear headphones from JBL, in a tie-up reminiscent of HTC's prior deal with Beats — now owned by Apple.
HTC North Asia president Jack Tong, Chou, and Murai sit for questions toward the end of the conference. Chou deflected just about everything asked of him, including questions on Beats and wearables.