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HTC One now comes in gold, costs less than £2,750

The HTC One joins the iPhone 5S with a new gold-coloured finish, on sale before Christmas.

I ain't sayin' she's a gold digger, but she seems awfully fond of the gold HTC One announced today. Which is lucky, because it costs less than the gold-plated, £2,750 version.

The One joins the new iPhone 5S with a new gold-coloured finish to its all-metal case, on sale from Phones 4u, Carphone Warehouse and Vodafone before Christmas.

It's not the first golden One -- a limited edition One plated in 18ct gold with a MOBO logo etched on the back was created for the winner of the Best Newcomer category at the MOBO Awards in October. Only five were made, each of which was valued at £2,750.

That version was smelted by Goldgenie founder Laban Roomes, also responsible for an unofficial gold version of the Samsung Galaxy S4.

The new golden One joins the original silver and black versions and the blue and big red Ones that have come along in the meantime.

Under the One's expansive 4.7-inch full HD 1080p display screen beats a Qualcomm Snapdragon 600 quad-core processor heart, kept pumping by 2GB of RAM and a 2,300mAh battery.

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Gold is said to be a popular hue in emerging markets such as China, an increasingly attractive target for smart phone builders looking for new territory.

Is the HTC One the gold standard or just another Android phone? Tell me your thoughts in the comments or on our gold-plated Facebook page.