Taiwan's smartphone maker HTC has unveiled a new flagship model - taking on Apple's latest iPhones - but analysts say it is unlikely to boost the struggling company's market share. 

The HTC One A9 has a 13-megapixel camera, and is the first non-Nexus phone to use Google's newest operating system. 

The homegrown Taiwanese brand, once a star of the smartphone sector, is suffering losses as it grapples with intense competition from Samsung, Apple and rising Chinese brands. 

The company is taking action to turn its business around, which involves job cuts and streamlining its product offerings to focus on high-end phones. 

The A9 - which will go on sale next month - will lift revenue in the fourth quarter as vendors start stocking the product, but consumers will not necessarily follow, analysts said. 

"We're unveiling a phone that stands apart in a market increasingly dominated by a company which controls every aspect of your phone," HTC's CEO Cher Wang said in a statement. 

HTC is directly challenging Apple's dominance, marketing the A9 as a bridge between the iPhone and other Android devices that are not user-friendly. 

The A9 is not aimed at replacing the One M9 flagship handset, but is aimed at the upper end of the mid-priced premium smartphone market.

The 4G enabled device has a 5 inch Full HD AMOLED display with Corning Gorilla Glass 4 and weighs 143 grammes.

It runs on a Qualcomm Snapdragon 617 Octacore processor, and comes with 16GB of on board memory which can be expanded via a microSDXC slot.

The new phone will be available in three colours - Carbon Gray, Opal Silver and Deep Garnet - with two more colours coming later.

However, when it first goes on sale here Carbon Gray will be the only colour on offer.

The main camera is 13MP and features optical image stabilisation as well as a "Pro-Mode" that allows raw pictures to be captured for processing later on the phone. 

The camera also has a "Hyperlapse" feature, which can speed up video - either captured on the A9 or transferred onto it from elsewhere - between two and 12 times.

The handset also has High Resolution audio, but doesn't have the dual front speakers found on other high end HTC models.

It will be priced at around €529 SIM free and will be available here from the 2nd of November through five partners.