The HTC One comes with a new trick indeed in the shape of Zoe, a mode on the camera that takes 0.6 seconds of HD footage before you press the shutter button and three seconds afterwards, meaning you get a 'moving photo' to give all manner of information about what's actually been happening.
In reality, it's more of a quirky feature that does at least take on the notion that you have to have still images in the gallery all the time, as instead of loads of people staring blankly at you from a grid of snaps, the gallery is an orgy of motion as cats bounce about, people walk out of shot and blinking brings a tidal wave of eyelids.
It's a cool idea though, although one big issue is that you have to hold the camera up for a while to capture the Zoe properly, and while many people are used to posing for a while for a cameraphone snap, three seconds feels like an eternity while you wait for that red bar to fill up while the image/movie is captured.
You can save these to an HTC Zoe Share server to show to family and friends and free up valuable space, but they will expire after a month rather than living there indefinitely. With the Android 4.3 update you're now able to see how much space you've got on the HTC server, and it seems the lifetime space is longer than before, as movies from months ago have refused to die.
Of course, you can use something like Dropbox here, but it doesn't really solve the fact that long term you'll need to be really frugal with your memories.
But enough of that - let's get onto the good stuff, and that's the ability to see your memories in a really fun 30 second video highlight reel. The HTC One will look at your snaps and auto-create the short video based on a date or location for the photos being taken (if you've enabled geo-tagging of your snaps).
The results are really rather pleasing, meaning a few pointless snaps of a cat or your Mum being, frankly, hilarious are turned into something that looks a lot more professional.
With Android 4.3 there are now loads more options for themes to choose from, each with their own way of mixing motion and still from the Zoes you've made, and to different music and effects each time.
You can also now use your own music too, with the HTC One beat matching your track to allow seamless transitions - plus they don't need to be 30 seconds long any more.
While the idea of this is initially quite strong, it gets a LOT more complicated if you want to have a level of control over these video highlight reels.
The process has now been streamlined, with video highlights sitting in their own space - but it's still not easy to find combinations of the moments you want. Do you group by time, event or location? It's all a bit much for the new (and experienced) user at times.
Once that's done, the video highlight reel is created without an issue, and that works pretty well. You can choose the 13 pictures that make up the reel itself, so if there's something that doesn't quite have the desired effect you can scrap it to include something more dynamic, and if you took a photo with the highlight footage in mind you can make sure it's included.
While we sound rather negative about this new feature, that's not the intention at all - once you know how to create them, the highlight reels and Zoes are a really, really neat feature, and being able to share them to Facebook with a simple tap is nice.
A Zoe is no use if you like to share specific snaps, as you'll need to go into the short video and choose a frame to save as the photo - only have the Zoe idea turned on if you like making highlight reels.
It's just there's a lot more that could be done here to make the whole process more slick, and not eat up so much space on your phone - but then again, if you're after a handset with expandable memory, the HTC One isn't the one you're looking for.