There was a time when HTC showed great promise in the smartphone sector, but those days are long gone. The company has been struggling to reach smartphone dominance, or even level the playing field. In 2014’s first quarter, “deep losses” have been reported for HTC even with the release of the newest gen flagship piece. HTC lost over $62 million, making this yet another disappointing quarter. No matter what it tries, HTC can’t seem to keep up with Samsung, Apple and other big smartphone developers.
This is just the latest of embarrassing quarterly sales for the company with the latest HTC One falling flat. Hopes were high that the newest model would make strides in rebranding, but delays kept pushing back the release and may have caused doubt to grow in the market. Unfortunately, it was released at nearly the same time as the Samsung Galaxy S4 which dominated phone sales in that period.
No turning back?
The first time HTC reported an actual quarterly loss was in October 2013 with a $101 million loss. For comparison, Samsung reached a record-breaking sales high of $9.4 billion at the same time, largely in part to a beloved mobile inventory as well as memory chips. With such impressive technology on the market from the best snoring solutions to video games, the smartphone industry still makes up a huge sector but battles for top billing are leaving HTC in the dust.
Co-founder of HTC Cher Wang stated in February 2014 that the company’s issues were that “we only concentrated on our flagship. We missed a huge chunk of the mid-tier market.” However, even if that is the case, it might be too late to fix those mistakes. In 2013, HTC released the HTC One Mini as well as the One Max, but these two devices and even the gold HTC One weren’t enough to take on the competition. The mid-range options such as the Desire 700 dual sim, Desire 500 (not available in the US, and the Desire 601 also fell short of sales goals.
The definition of insanity
Even with Wang’s confession, HTC continues to focus on flagship devices with the release of the updated HTC One, the M8. It comes with a brushed metal exterior, 1080p Gorilla Glass, and a five-inch screen, which garnered great reviews from PCMag. However, it’s still rivaling Samsung, including the recently released Galaxy S5 which is already insanely popular.
You can try out the M8 from all four major carriers, with prices varying by provider. However, if you’re like many Americans, another release from a different company likely caught your eye already.