By tech editor Ian Bush

PHILADELPHIA (CBS) — HTC no longer wants to be an also-ran in the smartphone race against Apple and Samsung.  In March, the company’s coming out with a new flagship device that might turn some heads.

The HTC One runs on Android, though you wouldn’t know it at first glance.

“If you’re tired of looking at the same grid of icons that you’ve seen for the past few years, this offers a drastically new look.”

Taking cues from Windows Phone’s live-updating tiles, says Engadget.com managing editor Darren Murph.

“There’s a 1080p display,” Murph says, “which is an extremely high-res panel.”

And a four-megapixel camera, which doesn’t sound like a lot…

“But the megapixels don’t matter as much as some of the underlying nuts and bolts,” Murph says. “The low-light performance is going to be a cut above every other smartphone out there.”

Murph has high praise for the HTC One’s interface and all-aluminum body. But with Samsung expected to announce a new Galaxy in late February…

“The question is will people ignore Samsung long enough to give it a shot,” Murph says.