From stick-on Swarovski bling to mobile phones shaped like make-up compacts (ick) to laptops with ‘accessorisable covers to match your outfit!’ (seriously?) tech companies have always had a hard time marketing at women without making their product look and feel entirely dumb.

The HTC Rhyme may not be explicitly aimed at women (though all the mentions of purses and bags in the blurb might be a giveaway), but there’s something about this tactile handset that’s going to appeal to the ladies out there.

The colour, for a start. It’s not pink. Fancy that! Instead, the handset is a deep, delicious plum colour, instantly giving this mid-range HTC a little something different to the blocks of black that dominate the market and, perhaps, not entirely alienating men from their target market either with their second bronzey-silvery colour that’s available.