HTC had plenty of hope that its HTC One would lead it back among the top five smartphone manufacturers globally. The company has fallen out of the top ten, according to Gartner, and last quarter it reported its first operating loss. The company has had so much faith in the award winning design of the HTC One with its unibody aluminum body, BoomSound front drilled stereo speakers and unique look that it produced both a mini version of the phone that has already launched, and a phablet sized model that has just been unveiled.
Besides slowing sales of the HTC One, HTC has been out marketed by Apple and Samsung. HTC made more of a mess for itself when it signed movie star Robert Downey Jr. to a two-year contract believed to be worth $12 million. But the first series of ads were unfocused and did nothing to generate interest in the HTC One.