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HTC to Keep Focus on High Quality Devices, CEO Doesn’t Want to “Destroy Brand Image”

In a recent talk with the Wall Street Journal, HTC’s CEO stated that the company will now begin to solely create high-end and mid-range devices moving forward. In a move to not “destroy brand image,” it looks like the days of low-end smartphones are over for HTC. Can we expect nothing but One S and One X-esque devices from now on? Until there is further clarification as to what a low-end device is in the eyes of HTC, we’ll have to see what he means.

During the launch and success of the One S and One X devices, HTC has shown that they can create a device that everyone wants to own. In addition, with the acquisition of Beats audio, they now also own a good selling point in the software department. With so much work being put into creating the world’s greatest device, it isn’t a shock that HTC would want to distance themselves from future low-end disappointments. Could this mean VZW customers can expect a high-end HTC option sometime soon? If so, sign me up.

Via: Wall Street Journal

  • I applaud HTC’s dedication to customer satisfaction and quality workmanship. I just wish they didn’t suck so bad. {{-_-}}

  • Rich

    Yeah because the bloated, un-deletable crap put on MY phone and the fact that HTC Stench GUI hasn’t changed in years nor does the functions doing anything good… All I see is the same dumb ass shortcuts or functions all over the device that are the exact same but just in a different place to do it… that is not innovative, that is not new and it is not what makes a phone usable or likable… You can keep your crap, and the rest of you can waste your money seeing how you have so much of it to waste in the first place… To add, their customer service is 100x worse than Comcast…

    • JoshGroff

      De-bloated ROMs, or manually freezing/uninstalling the bloat yourself, problem solved.

  • After my experience with 3 blunderbolts in a row I lost all faith in HTC. Their devices have a wonderful build quality, and sense can be slick when its toned down… But their just not reliable enough to use everyday. Crashing, lag, sh*tty reception(when everybody else in the same room has verizon and is getting great reception), poor update releases, and almost total lack of support. HTC = trying to give a turd a new paintjob.

    • JoshGroff

      As the owner of a Rezound that has previously owned a Sensation 4G with friends that have had the incredible, incredible 2, and thunderbolt, I must inform you that the problem was just the thunderbolt, which BTW if you are into flashing ROMs, BAMF or KillaSense, fixes many of the issues, especially that horrible battery life.

    • LionStone

      Bummer dude…two days after the TB launched I knew something was up with mine, returned it and got a brand new one, and that is the same one I use, day in and day out. Everything works great, GPS fast, killer camera (fast), LTE – fast!, even with all my apps and widgets, it’s a work horse and I put it through the paces. It’s stock, I don’t put a lot of garbage on it so it runs fast. As far as reception, no problem, in fact every time I run into a Moto device in the field, I compare signal dBm and sometimes we’re in 3G or 4G or even 1X and my TB always has the same if not a little better than the other Razr or Bionic that I’ve checked recently. I talk long distance every day, travel all over, great reception. Sure there were a few glitches along the way, but what phone doesn’t? So, after my experience with the TB and the Dinc, I’m good with HTC, just have to make sure you get a good one.

  • I have two people who purposely bought the Thunderbolt a few months ago online since their Droid X and OG Droids were glitching like crazy. After throwing in the extended battery they love the phones…HTC makes very good devices and maybe this means they are doing what Moto said and what Samsung is about to do…release 1 or 2 awesome phones and then wait a long time before releasing another…it would mean putting more effort into the single release.

  • JB

    Yup, If Verizon would of accepted the One series phones, I would of picked the One X over the Gnex anyday. But I do love my Gnex!

  • Wait people still buy HTC products??

    • pj

      Hahahahahahahaha!!! Let me guess, you have a bad ass Fascinate?

    • JoshGroff

      Samsung fanboys, every article must have one…

  • GapUp

    With google in possession of Motorola cell division and Google making statements that they will be using multiple cell phone manufactures for future phones …. scares me.

    Motorola seems to be the last Smart Phone manufacture that you can rely on for quality and reliability. Soon we shall see if Google does destroys Motorola’s reputation or strengthens it position!

  • GapUp

    Based on what I have read and heard ….. they have a reputation about like Zastava corporation …. they made the Yugo compact car, the worst vehicle ever imported to the US and was later banned!

    Most European Corporation’s often build beautiful shells to hide the Garbage beneath. Have you ever Owned a BMW, Mercedes, Jaguar, Land Rover …there are some more but you get my point … Beautiful vehicles … but every time you pass a dealership they seem to break down!

    Samsung on the other hand, they don’t even attempt to disguise garbage. It is what it is….LOL

    They know most consumers don’t have enough worldly knowledge to see or understand business patterns and the reasons they exist!

    • agreed. I may be biased being a moto owner, but having owned samsung and htc devices I can safely say that moto has the corner on build quality, reliablity, and radio reception. Of course these are the mainstays of owning a good smartphone in the first place.

      • InyRules

        I’m seriously considering taking up Verizon’s offer and trading my Gnex for a RAZR MAXX. My calls get muffled, and it sounds like the other person has a bad connection. The only think holding me back is the fact that the RAZR is still on 2.3. I can’t go back to anything after using ICS. Maybe I’ll hold out for thr RAZR HD provided it has the battery of the MAXX.

        My old EVO 4G was rock solid.

  • If they want to maintain brand image, then they better make sure ALL of their devices have MicroSDXC card slots, because that’s probably the biggest hardware advantage Androids have over iPhones.

  • Bionic

    High Quality isnt exaclty my first thought when I think of HTC.

    • JoshGroff

      They’ve been doing pretty well for mid-high range devices. Swapped my Bionic for a Rezound because I needed a good camera phone for work and refuse to buy an iPhone.

  • Tikosai

    Thunderbolt… The worse phone I ever had….omg nightmare.

    • LionStone

      omg! wow!

  • eh

    What high quality?

    • JoshGroff

      I don’t know, I’m fairly sure they were the first company to release phones with both the S3 and S4 in the US. Also, their build quality beats Samsung, but that’s not really hard to do. I’m pretty sure that on release, T-mobile’s HTC Sensation was the best phone on the market for a few months.

  • paul_cus

    Leave the low end to Pantech.

    • Apostrafee

      Pantech has some great phones……in Japan :/

  • . . . or they could just release a device with a 3000+ mAh battery and a hardware shutter button to start.

  • bgeek1

    After flashing custom roms on a wizard, tilt, fuze, HD2, tbolt… The thought of an HTC phone with a non removable battery is just one of the things that has me waiting on my GS3 pre-order.

    • Big_EZ

      There will be hard reset buttons on all phones with non-removable batteries.

      • Captain_Doug

        Don’t you just hold on the power button for 5 seconds or something? I think that’s how the RAZR works.

        • Big_EZ

          Hold power and volune down for 3 seconds(I think 3 seconds)

          • JoshGroff

            I thought it was power and volume up (like with the Xoom)

  • They are spinning in circles. I feel like all the other manufacturers must be laughing at them in 2012. A very poor year, so far.

  • xFenixKnightx

    HTC shouldve beat Samsung at their own game and put the One X out on all carriers as is. Tegra/S4 versions for whatever the carrier needs. Better yet, they should’ve made a stock One X for all carriers too.

    • Amen.

      • Good_Ole_Pinocchio

        Do you pronounce that A-men or Ah-Men?

        • michael arazan

          phone manufactures should at least sell the device to other carriers once they see it take off, i mean, its just more money for them, unless the carriers passed on them. did carriers pass on the one x?

          • Good_Ole_Pinocchio

            In the US it’s always up to the carriers because of the specific networks. And they’re way more picky about “differentiating” I think. And I feel like when that happens is when the “Exclusive” deals pop up like what At&t had with HTC

  • mcdonsco

    “CEO Doesn’t Want to “Destroy Brand Image””

    …I thought the Tbolt took care of that a long time ago?

    • All companies have had them. For Motorola, it was the Bubonic. For Samsung, the GNex.

        • Gabba

          Having been the owner of a GNex, it really is a poor device; camera, reception (even after update), speaker, and standard battery – ugh, I turned that sucker in for an S3 preorder today

          • I have few words for people who think the G-Nex is a brand image destroying device…lol

          • Captain_Doug

            Serious. Just because they can imagine a better device in their head, doesn’t mean one that does exist and doesn’t meet the ideal standard set by their imaginary phone is a poor device. (minus the last few heavy hitters that’ve come out the last few months.) The Gnex is a great phone. A couple weak points here and there, but brand-name soiling is not the case.

          • Jarred Sutherland

            The GNex is a great device with the community backing it. On Verizon it would just be another outdated device due to the crippling lack of updates it receives. However, this still doesn’t fix the problem that it’s CDMA radio is terrible and switching between radios is still a complete joke even with the new radio firmware.

            Google should have just kept this on GSM carriers and let Verizon just do what they do on their own.

          • Counsel Dew

            Hmmm… I can’t have a phone call with mine (& neither can the other 22% of NC owners who took the poll on XDA forums… http://forum.xda-developers.com/showthread.php?t=1545621

          • geedee82

            The Gnex a really poor device?!? Just cuz you had a lemon doesn’t mean they are all like that. The camera works just fine, its a freakin cell phone camera, I’ve had quite a few smartphones and this one has the best camera I’ve seen yet. Sure its not the best in the world but its certainly better than most. My reception is perfectly fine and always has been, my wife, father, and sister all have this phone and have also always had perfectly fine reception, no problems whatsoever. The external speaker? Its a cell phone external speaker, do you expect it to sound like a movie theatre surround sound? It may be a little quiet but there is plenty of ways to fix that. Whats wrong with the standard battery? With 4g turned off, the standard battery will last me over 24 hours with 2 hours of screen on time, of course with 4g on its only half that, but what do you expect, like you said, its the Standard Battery. Not to mention the battery life is way better than anything HTC has ever made.

          • How long have you owned it for? I like my gnex but I’d probably trade it in for the GS3 anyway just for the sake of having a new phone to fiddle with haha.

      • jak_341

        The GNex is the top Android device to date.

        • Diablo81588


        • Big_EZ

          Mobile device maybe. Its not the best phone though, it needs reception to hold that title.

          • JoshGroff

            Which is why he didn’t say phone.

      • Big_EZ

        The Bionic is a great phone. In fact, I would recommend it to any outdoorsmen or peole who work outside moat of the day because of the bright screen (it’s not the best due to it being pentile but its no where near as bad as everyone made it out to be, but it is bright)

        The gnex isn’t samsungs biggest flop, the charge and facinate were worse. It does have the same poor reception Samsung is known for and not having a micro sd slot kills it for me (that is personal preferrence though)

      • xformulax

        no such thing as a good phone… they’re all varying degress of terrible devices… the gnex is much less terrible than most if not all phones on verizon right now.

      • I had multiple blunderbolts and then the bionic. Night and day difference sir. Its like comparing a pittbull to a professionally bred snauzer.

      • DeadlyLast

        As someone who’s had a Gnex with an awful signal drop problem, then a CLNR device that is pretty much flawless, I have to say the Gnex is a name tarnishing device for both Samsung and Verizon, but in a more specific way.

        My device was not able to hold a 4g signal. Period. The 4g signal would drop dead repeatedly, causing me to be restricted to the 3g, which in 4.0.2 time could be rather slow. The problem persisted even after the software update. So I traded it in for a CLNR device, which has worked very well. The signals are good where I expect them to be. The radio handoff is pretty quick and flawless. I found that the speaker is pretty standard, as is the camera (very quick, though). The screen looks great. It’s a great ICS device working on the best 4g network in the country (combined with a HBO Go account and an unlimited data plan… it’s great).

        The fact still remains that I, along with many others, had to exchange for CLNR devices in order to get a working Gnex. The lemon rate is unacceptable. Gnex is not Samsung’s first LTE 4g phone on Verizon. It’s not like the company had no experience dealing with the 4g sim card system. This tells me that Samsung dropped the ball on QC. Though in design, the Gnex is a fantastic phone, the overall experience still left a bit of a sour note. Do I think Samsung is capable of designing fantastic phones? Yes. Will I jump on the preorder for the latest Samsung phone when it comes time for me to upgrade? Probably not. And that’s bad news for Samsung.

        Furthermore, Gnex also showed that Verizon is just a bad carrier for the “Nexus” experience; the 4.0.4 update took forever to go OTA, and Verizon just remained silent while the rest of us struggle with 4g signal drop. A brief announcement and acknowledgement of the problem would suffice. Locking up google wallet was bad enough. The least they could do is communicate better.

  • EC8CH

    Explain the Incredible 4G then.

    • Diablo81588

      Mid range phone…

  • Liderc

    Speaking of quality. Kellex you had me thinking the HTC One X was a lot nicer than it is. Had to stop by radio shack yesterday and held it for a while, it didn’t feel nearly as solid as I thought it would. The screen was amazing but it felt cheap to me, I know opinions are like a**holes, but I had to mention it. I was let down =(

    • Conheça o mais novo aplicativo Android:


    • Captain_Doug

      Was it a display or right out of the box? Sometimes display models get beaten up by the 2 year old whose parent isn’t paying attention to what they’re destroying.

      • Liderc

        Was a display unit(functioning), but it wasn’t beat up or anything, the neat coating on the back just didn’t feel as good as I thought it would. The screen and camera were incredible though, made my Nexus camera look sad.

  • This is a good decision. Why pump development money into low-end devices when anyone with enough sense will just walk past it and pick up yesteryear’s high-end device which will still be more capable?
    Then again Samsung and LG make a new low-end device for every day of the week and there just might not be enough room to compete or enough profit for it to make sense.

    • all of samsung’s phones = low end, mass produced junk, with crappy reception, and poor build quality.

  • maybe they should start with battery life and move up the ladder to high end

    -Thunderbolt Owner

  • majormudafuckinhun

    Stay the course HTC! You’ll come out of this ok. You still have the best skin for Android and make the best hardware…

    • Big_EZ

      Best hardware? I’ll never own another HTC due to the poor quality hardware. Their speakers and mics suck, their aux ports break within weeks of use (if they aren’t broke when you get it), on my HTC phones the the power buttons and volume rockers were poor quality as well (power button became recessed and would stick after a few weeks of use)

  • xformulax

    a little late for not “destroying the brand image” dontcha think?

  • DirkWan23

    Wasn’t there a rumored device from HTC to hit VZW with the new Qualcomm quad core & a 5ish inch screen Sometime in the fall, early winter? I could’ve sworn I read that somewhere on here

    • Captain_Doug

      Same here. Was gonna be a note competitor.

  • “Doesn’t want to destroy brand image”

    So THAT’S why we won’t see the One X/S on Verizon.

  • yeah releasing the Junkredible 4g is really what everyone has been waiting for on verizon from HTC LOL

    • LionStone

      No Billy, that would be the Inc4G, a really nice mid range phone…the really nice high end HTC phone for VZ will be coming later.