The Nexus 5 is the latest shot in Google's ongoing war to entice smartphone users away from the Apple iPhone.
It continues the strategy set by Google with its first Nexus 7 tablet, radically undercutting its iOS competitor on price, while offering similar top-end performance.
With prices starting at just £300, the Nexus 5 offers users a host of high-end internal specifications. These include a powerful, 2.3GHz quad-core Qualcomm Snapdragon 800 processor, wonderfully crisp 5in 1080x1920 IPS Plus capacitive touchscreen and newly added 4G connectivity.
However, the Nexus 5's arrival comes just after Apple released the iPhone 5C. Offering similar specifications to the iPhone 5 and costing £100 less, the iPhone 5C has been taken by analysts and industry commentators as an opening move by Apple to target the same mid-tier price point as the Nexus 5.