Watch this: HTC explains the design philosophy behind its new 8X and 8S phones

HTC began hyping its industrial design chops with its One series phones, and now the company invites you to take a romantic tour of the design considerations that went into its new 8X and 8S Windows Phones. The video’s panning shots and pleasant narration are strikingly similar to Apple’s signature keynote videos, indicating HTC’s burgeoning focus on the design-conscious consumer. While Windows Phone 8 still has yet to prove itself in the market, it’s nice to see HTC trying to advance the smartphone from a design perspective rather than a simple specs race.