Photos: Five of the best touchscreen mobiles

But hold on one hot minute... If there's a brand that can rival Apple in the coolness stake it's Google, and shown here (in 'iPod white' no less) is what can be colloquially called the 'Google phone' aka the G1 - the first smart phone running Google's Android mobile OS platform.

The device is actually made by Taiwan's HTC - a company that has a whole family of touchscreen phones in its portfolio albeit with Windows Mobile inside. While HTC's usual fare can be an acquired taste, the G1, like the iPhone, has a truly touchy-feely capacitive touchscreen. Plus it has haptic feedback - to let the user know when the device has registered their actions.

For those who want to have their cake and eat it, there's a full, slide out Qwerty keyboard hiding under the screen too.

Verdict: A contender

Photo credit: HTC