Arguably, the two heaviest hitters in the smartphone market are Samsung and Apple. Both occupy headlines in their seemingly-eternal patent battle, and both produce devices with similar hardware. But times are changing. Take the HTC One, for example; itÔÇÖs sleek, it runs Android, and itÔÇÖs just as heavy a hitter as the S4.

The Nexus One, a precursor to the Nexus 5, was widely regarded as a failure; it was under-marketed and released at a time before Android had got a real foothold in the market. But times are changing, and so is GoogleÔÇÖs approach to their flagship smartphones: enter the Nexus 5, arguably the most impressive Android handset on the market. ItÔÇÖs clear that the Nexus 5 wouldnÔÇÖt draw a second glance if it didnÔÇÖt have the branding it did – its design is a little mediocre, and is manufactured by LG, who are better known for their television than their mobile prowess – but donÔÇÖt let that put you off. The Nexus 5 is absolutely worth your time.

Out of the box, the Nexus 5 is exceptionally simple to set up, requiring little from the end-user; indeed, if you have a Gmail or a Google+ account, then the hardest part is out of the way before you turn the phone on. Once you find yourself on the home screen, youÔÇÖll find yourself struck by how far Google have come in terms of user interface design.

ItÔÇÖs quite a large phone, but no bigger than an S4 or iPhone 5. The Nexus 5 has a 1080p AMOLED screen, so if youÔÇÖre desperate to watch blu-ray quality video on the go, the phone does a great impression of a modern television. You wonÔÇÖt find anything in the box aside from a USB cable, a plug and the phone itself – so no headphones – but chances are, you wonÔÇÖt require anything anyway. There isnÔÇÖt much in the way of customizability when compared to, say, a Nokia Lumia; the back cover is replaceable, but is only available in black and white at present.

In terms of hardware, the Nexus comes with basically everything one might expect from a premium smartphone. The handset is LTE enabled, so if you have a contract that either offers 4G, or will do so in the new year, the Nexus 5 is prepared for the switch. The back camera – which weÔÇÖll come to later – is excellent, and the front camera and microphone array are both exceptionally clear. (The microphone array is especially noteworthy, as everybody IÔÇÖve spoken to using the phone has noted how clear my voice is compared to my previous handset, the iPhone 4).

Worth noting, however, is that the Nexus doesnÔÇÖt have a card slot – it comes in 16GB and 32GB flavours, but you wonÔÇÖt be able to expand that, so bear that in mind before purchase.

In terms of processing power, the Nexus boasts a Qualcomm Snapdragon 800; with four cores clocked to 2.4 ghz, it can handle basically any task you throw at it. This is supported by 2GB of ram, basically putting its specs on a similar level to a low level laptop. As such, IÔÇÖve noticed basically no slowdown using the device, and thereÔÇÖs probably very little available on Google Play that could genuinely stress it out, so if youÔÇÖre looking for a phone thatÔÇÖs quick (Blackberry users, IÔÇÖm looking at you), the Nexus will tick that box.

ThatÔÇÖs partly because of how well put together the Nexus is in terms of software. Android KitKat, the newest version of the operating system, comes pre-loaded onto the phone without any bloatware or ÔÇÿhelpfulÔÇÖ manufacturer apps. For power users, this is a dream come true, as it allows you to basically fully customise the phone out of the box, without having to uninstall / hide apps inferior to equivalents you can find on Google Play for free (I have never met anybody who uses S Note over, say, Evernote). ItÔÇÖs been described by Google as the leanest version of Android ever, and thatÔÇÖs true in terms of software optimisation as well as interface design.

Indeed, IÔÇÖm not a massive fan of iOS 7 (although, saying that, I used it on the iPhone 4, which isnÔÇÖt really designed to handle it) and the hyper minimalistic design philosophy that Apple have come to espouse. It seems at odds with the App Store, which, at this point, feels bloated and lost, especially if you have the misfortune of accessing it via iTunes (which limps closer to obsoletion by the day). KitKat is a really, really nice vacation from that. ItÔÇÖs simple, but nuanced; the typography is fantastic, and icon distribution is smart and user friendly.

ItÔÇÖs hard to review the Nexus 5 without reviewing KitKat at the same time, which is something you might have noticed if youÔÇÖve read other reviews of the handset; thatÔÇÖs because the Nexus 5 is the first handset to come with it pre-installed, and the hardware feels married to it – creating an experience that previously only Apple offered.

Google and LG are particularly enthusiastic to market the Nexus 5 by the strength of its camera, and thatÔÇÖs not much of a surprise; it produces some really beautiful photos. Particular regard should be paid to its HDR feature, which produces exceptional photos in situations where lighting could be better. It comfortably records 1080p video at 30fps, easily competing with consumer video cameras.

As such, if you love Instagram, Vine, and other photo and video sharing applications, the Nexus is a fantastic partner in crime. The handset feels as though itÔÇÖs built around the camera (to be honest, the way it juts out of the back is a little ugly), and the result is extraordinarily high quality photo and video. Indeed, for hobby photographers, the Nexus 5 might represent a step up from your compact camera.

In terms of flaws, the Nexus is ahead of the curve in such a way that you might feel part of some ÔÇÿgrand experiment.ÔÇÖ Some apps are a little unstable because developers havenÔÇÖt optimised their software for 4.4, such as Vine, which occasionally refuses to post videos without a fight. Indeed, NatWestÔÇÖs Android app flat out refuses to install, despite the fact that thereÔÇÖs no reason it should be incompatible.

Sure, thereÔÇÖs no bloatware, but that doesnÔÇÖt mean Google hasnÔÇÖt included their own weird additions. The face recognition software offered by the Nexus 4 returns, and still doesnÔÇÖt really work if youÔÇÖve got a particularly round / shiny face, even if you try and train the device. The Nexus 5 feels like itÔÇÖs come straight out of the lab, and that might put some people off whoÔÇÖd rather adopt something a little more user friendly. For those people, the iPhone 5S might be a more appropriate choice. ItÔÇÖs also a little plasticky – both the front and back are made of the stuff, but it doesnÔÇÖt feel cheap.

However, the Nexus 5 simply cannot be beaten on cost. For ┬ú299 sim free, itÔÇÖs an absolute steal. It fights the iPhone 5S in all categories despite its modest price point, and despite punching above its weight, often wins over its brushed aluminium cousin.

In summary, the Nexus 5 is an extremely well-priced smartphone that doesnÔÇÖt cut corners, with particular regard to its camera. A fantastic offering for ┬ú299, the Nexus 5 represents just how far Google have come since entering the smartphone market, posing genuine threat to both Samsung and Apple in its simple approach to hardware and software. If you want to upgrade your phone, or in the market for new hardware, then look no further than the Nexus 5.