HTC is no longer expected to unveil its new "Hero" phone, the HTC One A9, on September 29th. A teaser previously hinted at the possible introduction of two devices on that date, with a slogan of "The World Best Meets The Best" on top of the image. While it was thought that the HTC One A9 would be one of the two phones being introduced, a report today says that we will see a new version of the HTC Butterfly 3 for China, and an updated HTC One M9+ for global markets (possibly including the U.S.) unveiled on the 29th of this month.
So what about the HTC One A9? Today, a tweet from mobile journalist @Ricciolo1 revealed that HTC will be holding a major event in multiple U.S. cities next month, to take the wraps off of the One A9. He adds that we should expect to see a huge marketing campaign for the phone also starting in October.
We've been pretty harsh in the past at the way that HTC has marketed its flagship models. There was the $12 million wasted on Robert Downey Jr., followed by Gary Oldman's "Blah, blah, blah, blah, blah" dialogue in the HTC One (M8) spots. Then there was the ad for the HTC One M9 this spring, featuring Seattle Mariners' second baseman Robinson Cano taking cuts at the Apple iPhone 6, the LG G3 and the Samsung Galaxy S5.
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This summer, HTC finally released a series of ads that met with our satisfaction. The blind test spots showed off the One M9 against the competition, and allowed viewers to see the handset in action. Producing a "Hero" device is only part of the battle. Getting people to want to buy the phone by developing ads that help sell it is another part of the battle, and one that HTC has not been that good at.
Besides redesigning its new flagship phone, let's hope that HTC has also given serious thought to how the device will be marketed.
@Ricciolo1's tweet reveals information about the unveiling of the HTC One A9 next month
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Alan, an ardent smartphone enthusiast and a veteran writer at PhoneArena since 2009, has witnessed and chronicled the transformative years of mobile technology. Owning iconic phones from the original iPhone to the iPhone 15 Pro Max, he has seen smartphones evolve into a global phenomenon. Beyond smartphones, Alan has covered the emergence of tablets, smartwatches, and smart speakers.
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