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  • HTC 10 sales are way below expectations: HTC struggling to sell 1 million units this year

HTC 10 sales are way below expectations: HTC struggling to sell 1 million units this year

HTC 10 sales are way below expectations: HTC struggling to sell 1 million units this year

The question that most people have been asking about HTC in the past few years has been: have we reached the bottom?

And while it seemed that the company started a rebound after market value dropped below the price of its cash on hand, the sales of the HTC 10, the much anticipated flagship phone for 2016, have been depressingly low. The bottom seems to get deeper and deeper.

What are the exact HTC 10 sales figures, you ask? A new report by TrendForce says that the HTC 10 is struggling to reach 1 million units in total sales this year.

HTC 10 is selling poorly

The HTC 10 has obviously failed to spark customers enthusiasm, much to a stark contrast against a phone like the Samsung Galaxy S7 that has managed to sell in tens of millions units.

It's worth still noting that the smartphone market growth has stalled recently and people seem to upgrade their phones less frequently, and tend to prefer affordable devices more and more.

At the same time, HTC isn't doing well with affordable phone sales either. Its total phones sales for this year are expected to reach 14 million units, a sharp decline of 27% over last year's sales.

All hope now seems to be in the upcoming two HTC-made Nexus phones that we've been hearing about. And, of course, the HTC Vive, a highly-praised virtual reality headset that HTC hopes will single-handedly take the company out of the gutter it is in now.


source: TrendForce

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posted on 05 Jul 2016, 07:16 3

1. sebbellic01 (Posts: 278; Member since: 03 May 2016)


That isn't very good and it is going to get worse when the next iPhone comes.

posted on 05 Jul 2016, 08:50 8

47. Kumar123 (unregistered)


Another example of "A phone get stellar review on tech blogs but ultimately fails to sells in real world". Despite what tech nerds and tech bloggers believe tech blogs, tech bloggers have almost nonexistence influence in the world. I knew this phone wouldn't sell well because of HTC's poor marketing and the really bad brand reputation the got with their "overheating" M9. It's a solid phone but ultimately it lacks the charm which made HTC phone so special i.e. outstanding finish, supreme looks and build quality. If they really wanted to sell this phone they should have gone all out like Samsung did with S7/edge i.e. brainwash people to death. Also Chinese phone maker are killing it lately with their cheap phones. It's now really hard to justified a $700-$800 android phones over a $400-$500 android phones. They have the same hardware, pretty much the same software, same app store access.

posted on 05 Jul 2016, 09:35 2

58. willywanta (Posts: 406; Member since: 04 Jun 2014)


agree. Phones praised by android purists and technonazis usually do not sell well

posted on 05 Jul 2016, 11:36 3

73. DRS1977 (Posts: 480; Member since: 27 May 2015)


The only people who are brainwashed are Apple cheerleaders and trolls.

posted on 05 Jul 2016, 15:49

87. marorun (Posts: 5029; Member since: 30 Mar 2015)


They priced it too high and too many exclusivity.

Like in Canada only 1 carrier have exclusivity.

posted on 06 Jul 2016, 03:07

104. epdm2be (Posts: 607; Member since: 20 Apr 2012)


No, people do read those tech blogs. But:

1) that QHD resolution is a waste of battery juice an frames per second in video and games. And people know it! In fact the same tech sites show this

2) yet, they decreased battery capacity!

3) they removed features (IR-blaster) instead of adding features.

4)... And they increased its price!

5) the market for high end phones is already a small one. You just can't sell more top of the line devices.

HTC made the dumbest decision after another. They deserve to fail. Make a phone with common sense, priced with common sense and LISTEN to what people want BEFORE making those goddamn phones.

posted on 06 Jul 2016, 06:44

109. KONICHIWA-ANNYONG (unregistered)


Samsung brainwashed people to death?

They don't say that they are the best... But let's be honest - results show that they are consistently on top of all COMPARISONS on tech blogs and websites.

Camera? Check. Battery? (Nearly) check. Screen? Check. Speakers? OK, not the speakers. etc. Samsung make great products, have the budget to spend a load on innovation (much more than Apple, bucket loads more than any new / cheap brands from the Mainland - probably why we see a lot of copying with design and function), money to go all out in advertising, and are justifiably 'the best'.

HTC was hardly ever relevant, in the 'real world' as you say... Well, that's the case here in Australia. It's either Apple or Samsung, and you see the occasional LG, Sony and rarely, the HTC. HTC never had a reputation of overheating here, and if they did, you wouldn't know, since HTC never had a reputation, at all. They were irrelevant. They just don't have the $$$ to be relevant.

Apple and brain-washing on the other hand...

posted on 06 Jul 2016, 06:52

110. KONICHIWA-ANNYONG (unregistered)


Having said that, I would buy a HTC 10 ONLY IF IT WAS CHEAPER.

It's a good solid phone... But it just doesn't have the recognisable 'cool' as other phones, namely from Samsung and Apple, to warrant such a high price.

I've said this before, and HTC's revenue is proof that I was right - HTC is crazy to price the 10 in Apple / Samsung territory.

posted on 05 Jul 2016, 07:20 16

2. uzimafioso (Posts: 427; Member since: 15 Jul 2014)


Of course it's struggling. As todays market stands people are likely to buy at max $500 when it comes to smartphones. Hard core enthusiasts and iFans go for +$600 range. HTC should give a permanent price cut to sell more units. Pronto.

posted on 05 Jul 2016, 08:17 8

41. TerryTerius (unregistered)


I am unconvinced that's true. Samsung has been successful with the S7 this year. Unless you are saying that every single one of the individuals upgrading to the S7 are/were coming from Samsung devices, that kind of flies in the face of your theory. It's a bit much to claim that all of the 10,000,000+ individuals who bought one are hard-core enthusiasts. And yeah, I'm aware a percentage of those sales are due to the promotions Samsung was doing.

The market is already highly saturated. Reducing price in order to sell more units in a market where you already have limited room for growth isn't likely to net them enough customers to offset that reduction in their profit margins. HTC doesn't seem to have the brand cachet to pull that off. At least not today.

posted on 05 Jul 2016, 08:49 3

46. SYSTEM_LORD (Posts: 946; Member since: 05 Oct 2015)


OnePlus' founder made a comment some time back where he said in so many years, only three companies will remain: Samsung, Apple, and OnePlus. I can't say that I agree with him on the players exactly, but he makes an important point.

With the market being as saturated as it is, name band recognition is selling a lot more phones than I personally think it should. Samsung and Apple are dominating due in part to this. There are other companies with other winning strategies like Huawei, Lenovo, as well as OnePlus.

I think those companies in the middle like Sony and HTC, while their quality and UX may be similar to the big two, will eventually exit the smartphone business or incur heavy year-to-year losses.

posted on 05 Jul 2016, 09:38

59. willywanta (Posts: 406; Member since: 04 Jun 2014)


Oneplus is pretty similar to HTC, so that future won't happen. There will be Apple, Samsung, and Xiaomi or Oppo in my opinion.

posted on 05 Jul 2016, 14:55

82. ryansc375 (Posts: 33; Member since: 11 Nov 2014)


I totally agree. HTC should lower the price to $399 to directly compete with the One+ 3 and to undercut the other heavy hitters.

posted on 05 Jul 2016, 15:07

83. TechieXP1969 (Posts: 13607; Member since: 25 Sep 2013)


Samsung did one single promo...they gave away a gear VR.

Any BOGO promo is done by carriers. The promo where a Samsung TV was being given away was from a retailer Promo.

posted on 05 Jul 2016, 15:52

89. marorun (Posts: 5029; Member since: 30 Mar 2015)


Samsung phone where sold cheaper in Canada than LG , HTC ect.

Where an LG G5 on contract ( 2 year ) came at 300$ a S7 would cost 100$ and S7 edge 200$ at those price you cant choose anything else... Even iphone are at 270$ for iphone 6 and 400$ iphone 6S.

I sold many S7 because of those so if they did similar promo all around the world then yeah its helped.

posted on 05 Jul 2016, 15:49

88. marorun (Posts: 5029; Member since: 30 Mar 2015)


Price play part of it.
HTC did the bad move Sony did and only a handful of carrier have HTC 10 as exclusivity.

like in Canada only 1 carrier have it.

posted on 06 Jul 2016, 03:12

105. epdm2be (Posts: 607; Member since: 20 Apr 2012)


Which is normal as in the past an Android flagship costed about 600 bucks at release and remained at 500 bucks for most of it sales-life. But today the price for a phone equals the price of a full blown laptop or desktop PC. Nobody with their right mind is gonna spend that amount of money in a phone.

posted on 05 Jul 2016, 07:21 17

3. HR_19 (Posts: 103; Member since: 09 Aug 2014)


This makes me so sad, because the HTC 10 is such an incredible phone. Far superior to the Galaxy 7, in my opinion.

posted on 05 Jul 2016, 07:31 15

9. ChazzMatt (Posts: 54; Member since: 26 Sep 2013)


The S7 has Qi wireless charging, the HTC10 does not.

posted on 05 Jul 2016, 07:35 19

13. Jorgemerino97 (Posts: 68; Member since: 05 Apr 2014)


Wow amazing!

posted on 05 Jul 2016, 07:36 10

14. Jason2k13 (Posts: 1285; Member since: 28 Mar 2013)


Far superior in what exactly?

posted on 05 Jul 2016, 07:50 7

26. legiloca (Posts: 1443; Member since: 11 Nov 2014)


From a user who barely shows up on the comments section even if he's here for almost 3 years now? I refuse to agree as Wireless Charging Technology in general barely made any progress since its inception.

Why I think HTC struggled to make an impact? My opinion is that while they wasted a little too much time barely making any innovations, Samsung on the other hand took advantage and tore not only HTC but almost the entire competition, sure HTC had its quirks and gems, but its too little too late when they finally realized how to pull consumers. Here's a takeaway, you can't go wrong when you buy either.

And that is how you pull out a sensible comment. *mic drop*

posted on 05 Jul 2016, 07:52 11

27. kiko007 (Posts: 4986; Member since: 17 Feb 2016)


Audio quality, build materials, and software are three areas where it demolishes the S7. Not to mention updates, which it'll probably get after a month if Android N being out :D.

posted on 05 Jul 2016, 07:56 13

29. maherk (Posts: 4630; Member since: 10 Feb 2012)


Apart from the audio department, S7 takes everything else.
Better camera, screen, battery life, wireless charging, a more robust UI (apart from techies, people want features in their phones), and although looks are subjective, I believe people like the distinctive design and more futuristic one of the S7 Edge compared to the HTC 10.

posted on 05 Jul 2016, 07:58 3

31. legiloca (Posts: 1443; Member since: 11 Nov 2014)


My take,
Audio (both Speaker and DAC)
No Non-Sense (see what I did there?) and Speed of Software
Can make use of the Adaptive Storage (without downloading an app for it to work)
Sturdier Build (yet sacrificing "Beauty")

Close calls:
Camera
Display
Battery
Security patches
Performance

Where Samsung wins:
Water and Dust proof (though HTC has IP58)
Truckload of Software Features
Prettier Build (but more fragile)

posted on 05 Jul 2016, 07:58 13

32. tedkord (Posts: 13248; Member since: 17 Jun 2009)


The only valid point you made was audio quality.

posted on 05 Jul 2016, 07:59 5

33. UglyFrank (Posts: 1887; Member since: 23 Jan 2014)


The theme store takes away qualms you have have with the touchwiz

posted on 05 Jul 2016, 08:06

36. DFranch (Posts: 239; Member since: 20 Apr 2012)


HTC came out too late, and it cost too much. Simple as that. Otherwise it is a nice phone, one that certainly competes with the S7 & G5 (better than the G5 imho).

posted on 05 Jul 2016, 08:06 1

37. uzimafioso (Posts: 427; Member since: 15 Jul 2014)


Ohkay legolas but you have to be dense to believe that wireless charging is affecting sales. Contact charging isnt necessarily wireless. Now you're a desk-hugger instead of wall. What HTC lost was the pricing. They should have started from 32gig base model at $500 and gone to 128gb at $700, that way they make money off the enthusiast as well as the one who wants a good phone near the P9, 6P, some wooky S7 on eBay, etc. Furthermore I would like to add that they should have found a way to give a louder speaker setup. The quality is fine but their loudness has never achieved it's mark since the M8.
HTC One M buyers need loud speakers.

posted on 05 Jul 2016, 08:12 6

39. kiko007 (Posts: 4986; Member since: 17 Feb 2016)


Perhaps I should've made it clear that was my personal opinion (aside from updates). Everything in this business is subjectively driven. I just want HTC to stay in business because Samsung needs competition to stay on top of their game. Plus, most of the Android phones I've owned were HTC phones.

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