03:07 - Source: CNN
Would you want a $10,000 smartphone?

Story highlights

Vertu Ti boasts sapphire-crystal screen, titanium casing

$10,000 price tag includes personal concierge service, voice encrypted calls

CEO Oosting: "We're not after market share"

CNN's dos Santos: Only 320,000 Vertu smartphones have been sold

If new is a necessity, tech is your god and money no object then a $10,000 Vertu smartphone will probably catch your eye.

The British-based luxury mobile phone maker unveiled the Vertu Ti this week. Its sapphire-crystal screen is virtually scratchproof, says the company, while a titanium casing helps keep data safe and sound.

But in this 21st century mobile phone paradigm in which consumers buy a new phone every few years – and where new products roll out every year (or even less) – does it make sense to splurge on a swank smartphone with a price tag closer to that of a small car or several months’ apartment rent?

“If you are interested in something which is different, unique” then this device might be for you, said Vertu CEO Perry Oosting to CNN’s Nina dos Santos.

The Vertu Ti (pronounced “tee-eye”) emphasizes the value of “durable” over “disposable” materials that a consumer might expect from the luxury category, added Oosting. “More the touch and the feel and the sensory experience.”

And with the sensory experience comes luxury services that go beyond that of a mainstream smartphone including a concierge service at the push of a button and encrypted voice calls to protect your company trade secrets.

Yet another selling point is the software that powers the Ti.

Former Vertu phones ran on the now-passé Symbian software. The Vertu Ti, meanwhile, runs on an Android operating system in a sign of its separation from former parent company Nokia. The flailing Finnish mobile giant lost $2.7 billion in the first nine months of 2012 and announced last June that