Archos has announced two new smartphones with one major differentiating factor: do you want Android or Windows 10?
The Archos 50 Cesium and Archos 50e Helium are essentially the same entry-level smartphone.
Both have 5-inch 720p IPS displays, 1.1 GHz Snapdragon 200 processors with 1GB of RAM, 8-megapixel cameras, 8GB of storage with microSD support, and 2,100mAh batteries. All the same.
The two phones (which also look identical) will even have the same £99 cost when they hit the UK in November.
The sole difference between the two is the operating system you choose to run on them. The Archos 50 Cesium runs on Windows 10, while the Archos 50e Helium runs on Android 5.1 Lollipop.
"By providing a choice between two almost identical hardware models, we allow the customer to focus on what they like on the inside: the user interface," explains Archos CEO Loic Poirier. "Android and Windows are both fantastic and provide varied software experiences."
Related: IFA 2015 - What to expect
We're expecting quite a few manufacturers - particular smaller ones like Archos - to hedge their bets in this way, with the entry-level Android market saturated and Microsoft's next big mobile push just around the corner.
Both the Archos 50 Cesium and the Archos 50e Helium will be on display at IFA 2015 starting next Friday.
Next, take a look at our latest smartphone buyers guide video: