HTC has set the price of the Flyer as high as the Apple iPad 2 despite the fact that Apple's device has a bigger screen, boasts a faster processor and a better GPU.
The HTC Flyer was officially launched yesterday morning in fourteen European countries with the US coming very soon according to the press release.
The 3G version of the Flyer with 32GB will cost €649 or £600 while the 16Gb WiFi version carries a suggested retail price of €499 in mainland Europe and £479 in the UK.
This compares rather unfavourably with Apple's iPad 2 tablet SRP of £399 for the iPad 2 16GB Wi-Fi and £580 for the 32GB 3G version.
HTC has some interesting innovations like the HTC Scribe which allows users to used a special stylus to write directly on the screen.
There's also HTC's proprietary user interface called Sense as well as HTC Watch which offers 600 premium movies and shows on demand for a fee.
The Flyer has a 7-inch screen compared to the iPad 2's 9.7-inch model. The latter also has a dual core SoC as well as a dual core GPU, compared to the single core, single GPU SoC found on the Flyer.
HTC's tablet may have twice the onboard memory (RAM) as well as a microSD card reader and better cameras, but the price difference means that many may continue to favour the iPad 2 over the Flyer.