Agent Dan Turnbull reveals the reasons why he believes the HTC Desire can kill Apple's iPhone.

The HTC Desire is the first smartphone to come out where I've thought 'This does actually genuinely rival the Apple iPhone'.

So many people have been saying "This is an iPhone killer" about so many other phones. But this is the first I haven't put back down within five seconds of picking it up.

The thing you notice about the Desire is the amazing quality. The screen is quite incredible and they've actually used the operating system to create the phone this time, instead of building a phone and putting an OS on it.

I find the HTC gives you a freedom the Apple mobile doesn't. The iPhone is a very nice product, don't get me wrong, but Apple kind of box in what you can and can't do. With the Desire, you can customise it and make it your own.

You could take 20 people with 20 iPhones and every one of them would be exactly the same. But look at 20 people with 20 HTC Desire handsets and each and every phone would be completely different in its look, feel, content and the way it is used.

Instore at The Carphone Warehouse we are finding people are now looking at both and opting for the Desire more and more.

This means when Apple finally gets around to launching the iPhone 4G later this summer, they're going to have to do a lot to match the HTC Desire. For once they are playing catch-up.

They have to stop people thinking: "Do you know what, all these iPhones are getting a bit boring now."

And it's a good thing. It's about time someone came onto the mobile market and showed Apple up a bit. It will make them work a bit harder and that's great news for every technology fan.