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This here is Alcatel's brand new flagship smartphone, the Idol 4S.
As well as some surprisingly slick style, this phone packs a 5.5-inch display with a 2,560x1,440-pixel resolution, an octa-core processor -- and some sneaky tricks up its sleeve.
It's on the side of the phone that things get interesting. You'll find a silver button, called the "boom key", which can be programmed to do what you want.
You can set the key to launch the camera, to take photos, or to launch a pre-set app.
Set it to launch Instagram in an instant if you want to make sure you can post images of your food before it goes cold.
The North American version of the 4S gets a fingerprint scanner on the back.
It's made from glass and metal, which gives it a classy look not far removed from Samsung's Galaxy S6.
The phone uses a Micro-USB port for charging.
There's also a 16-megapixel camera.
Grab the phone any which way and the screens will flip around so both ways are "up".
There are identical speaker grilles on the bottom and top.
Alcatel's sub-brand "Idol" is prominent on the back.
It's running the latest Android 6.0 Marshmallow software.
The boom key is not the lock screen button!
In the settings, you can turn on the reversible OS.
There's an 8-megapixel camera on the front, as well as a pair of front-firing stereo speakers.
The Idol comes with a virtual reality viewer in the box. Slot your phone inside and hold it up to your face like Luke here and you can watch VR-specific videos, including those cool 360-degree videos that keep cropping up on Facebook and YouTube.
The power button is on the left-hand edge, along with a microSD card slot.
The camera interface is simple and straightforward to use.
We like the metal edge to the phone.
The Idol 4S has a smaller sibling, the Idol 4, which we first saw at Mobile World Congress in February. It has a smaller 5.2-inch display with a full HD (1,920x1,080-pixel) resolution.
It, too, has the same front-facing speakers as the 4S.
And a glossy back, complete with infuriating ugly sticker.
The camera is 12 megapixels, but the front camera remains at 8 megapixels.
Both phones have Micro-USB ports on the bottom, rather than the new USB Type-C.
At 7mm (0.28 inches) thick, both phones are very slender.
The Idol 4 has the same boom key to quickly open your choice of app.
You too could look this cool. Check out more about the phone in our hands-on preview.
Alcatel's name is printed prominently on the back.