HTC wants to make sure your One M9 is as personal as possible with the ability to create custom themes with a surprising amount of depth.
Using a new site created by HTC users can now base an entire theme around a background photo and customise everything down to the colours, icons, sound effects and the font.
We had a bit of a play around and after uploading a quick snap of Phones and Tablets Editor Gareth Beavis, who looks just thrilled.
It automatically picked out a colour range of greens and browns it found in the photo and suggested a palette for the rest of the interface's design.
From there it takes you through to change the font and other aspects of the theme, even the look of the HTC apps.
You can then share your Themes to other users around the world who can then adopt them for a new look on their device.
There's currently no word whether the service will be branching out to other devices as well but at the moment it looks like it's One M9-centric, ready for the launch next month.
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