Blind test ads from HTC show consumers picking the HTC One M9 over the iPhone 6 and Galaxy S6

Blind test ads from HTC show consumers picking the HTC One M9 over the iPhone 6 and Galaxy S6
HTC has been blasted for its weak marketing in the U.S. The manufacturer even spent $12 million a couple of years ago to secure the talents of Robert Downey Jr, but that was clearly money wasted. The ads produced for the HTC One (M8) starring Gary Oldman did nothing to drive sales of the device, unless you think that "blah, blah, blah" perfectly conveys what the One (M8) was all about.

For a new series of commercials, HTC did a series of blind tests with consumers. The phones competing against each other were disguised so that those testing the phones wouldn't know the actual models involved. As it turns out, each ad actually pitted the HTC One M9 against the Apple iPhone 6  and the Samsung Galaxy S6. One test timed how long it took users to navigate the phone in their hand by having them open and close a series of apps. Another test involved listening to music from the two disguised handsets, and deciding which one sounded the best. And yet another test compared the quality of selfies taken in low-light conditions.

Well, you don't have to be a genius to figure out which tests were shown in the long promotional videos and the 30 seconds commercials that they spawned. The HTC One M9 was selected each and every time. The actual tests were conducted as follows. The Speed test pitted the HTC One M9 vs. the Samsung Galaxy S6. The sound test and the selfie tests both put the HTC One M9 up against the iPhone 6

Kudos to HTC. These might be the best ads that they have produced in a long time because they focus on what the HTC One M9 can do. And here's a parting note to the HTC Americas gang led by Jason Mackenzie. You guys finally made a series of commercials that might help sell your phone, and you didn't have to spend $12 million on a spokesman. 

One piece of advice for HTC. You might want to try to disguise the phones a little better next time. Most PhoneArena readers would have known which model was the HTC One M9 just by looking at the cutout for the front-facing camera.

source: HTC (1), (2), (3), (4), (5) via AndroidCentral

Related phones

One M9
  • Display 5.0" 1080 x 1920 pixels
  • Camera 20 MP / 4 MP front
  • Processor Qualcomm Snapdragon 810, Octa-core, 2000 MHz
  • Storage 32 GB + microSDXC
  • Battery 2840 mAh(21.7h 3G talk time)
iPhone 6
  • Display 4.7" 750 x 1334 pixels
  • Camera 8 MP / 1.2 MP front
  • Processor Apple A8, Dual-core, 1400 MHz
  • Storage 128 GB
  • Battery 1810 mAh(14h 3G talk time)



1. yoosufmuneer

Posts: 1518; Member since: Feb 14, 2015

Put it up against the GS6 and I am sure the Majority will select the S6. Display being the main reason. I didn't think that the display is so awesome until I used it in person.

3. pp3k3jamail

Posts: 34; Member since: Dec 31, 2013

What does the Samsung s6 got anything to do with this video ? This is between the htc M9 and iphone 6.

15. Jamoga

Posts: 187; Member since: Dec 17, 2014

HTCs clever marketing is what. they know it doesn't stand a chance with S6. However yet, iphone 6/plus takes better picture overall compared to M9 according to reviews.

25. sgodsell

Posts: 7187; Member since: Mar 16, 2013

Personally I thought anyone who buys an iPhone to begin with is a blind user. I still find it hard to believe that people compare an iPhone 6 with other Android flagships. Especially since the iPhone 6 has a mid range display that is comparable to flagship devices back in 2012. The same is true for its 8 mp camera. Not to mention only 1 GB of RAM. Oh well, like I said only the blind will compare an iPhone 6 to anything else, because Apple declares it a flagship device. So it must be, right? Yeah, right my @$$.

50. hound.master

Posts: 1044; Member since: Feb 27, 2015

Selfie camera of iPhone is overall the worst and don't trust any reviews you see specialy the ones on here are the worst gsmarena got a really good reviews on phones check them out.

24. Muayyad

Posts: 240; Member since: Oct 05, 2012

Phonearena messed up, it was againat the s6 not iphone6

26. sgodsell

Posts: 7187; Member since: Mar 16, 2013

No its was against all 3. M9, S6, and iPhone 6. Clearly you are a blind iPhone 6 user.

57. Muayyad

Posts: 240; Member since: Oct 05, 2012

No I'm not samsheep.

47. Alan01

Posts: 601; Member since: Mar 21, 2012

Actually, HTC originally listed all three tests as being against the iPhone 6 and then changed it. I've updated the story to reflect this. Regards, Alan F.

56. engineer-1701d unregistered

its not a iphone look at the camera look at 1:50 on the first video and you will see its a m9 vs galaxy s3,4 or 5 looks like a 4 plastic shine at top

23. Muayyad

Posts: 240; Member since: Oct 05, 2012

The phone was put against the samsung galaxy s6 not iphone 6.

29. waddup121 unregistered

gg m9

38. ninja_master

Posts: 306; Member since: Feb 27, 2015

Nope the main reason is the Samsung logo

2. yoosufmuneer

Posts: 1518; Member since: Feb 14, 2015

People wouldn't have felt the heat because it is ruggedized lol

4. marorun

Posts: 5029; Member since: Mar 30, 2015

Can you stop trolling? Not a single customer from all TELUS carrier in Canada returned an HTC M9 for heating problem. As much as i also like Samsung screens Samsung would had lost all those test. The speaker of the M9 are MUCH better. he selfie cam is also much better on the M9 and also get better low light vision on it. They also tested the speed the phone open and reopen app look on youtube lots of test. On the first time you open an app ( after rebooting the phone ) the S6 is like 5% faster but if you open like 5 apps on the S6 and 5 apps on the M9 the M9 will keep every single one of them open and switch to them lag and load free where your S6 will take a few sec to reload the app every time. ( may i remind you thats both phone run android and both phone got 3 gb or ram.. Why Samsung fail compared then? ) I did this test in store for the speed of the app opening and multitasking and the S6 lost. Where the S6 win over the M9? Screen! , Brute force on the cpu , camera and marketing. Where the M9 win Multitasking , Speaker , Selfie cam , sd support and build quality ( much less % of return per phone sold than S6 ) So both pone has there own + and - but you should be more objective and not be a Fanboy. Depending on needs of the client they will go for one or the other ( when you explain well what are the advantage and minus of each devices ) This resulted thats we are selling at my store twice more M9 than S6..

6. Macready

Posts: 1816; Member since: Dec 08, 2014

You forgot the main camera, which is much better on the S6 too, unless you shoot RAW. But then, most people wouldn't know how to squeeze better results out of RAW. And battery life, where the S6 wins too. Less throttling on the S6. Much faster charging on the S6 (and wirelessly as an option) But your "store" stories are cool. Even if obvious lies (Samsung almost sells 10 S6 phones for every M9 sold, but your store shows magical opposite statistics).

30. 99nights

Posts: 1152; Member since: Mar 10, 2015

Wasn't the m9 under clocked due to the over heating issue so that it doesn't overheat anymore.

5. Awalker

Posts: 1973; Member since: Aug 15, 2013

The only blind test in which the M9 could possibly win is if the person was actually blind.

8. sgodsell

Posts: 7187; Member since: Mar 16, 2013

I would take an M9 over any iPhone any day of the week. I think I would almost take any Android phone over a iPhone as well. I think most blind people would and do choose an iPhone.

9. Awalker

Posts: 1973; Member since: Aug 15, 2013

I would take almost any Android phone over the iPhone. The M9 is not one of them.

32. PapaSmurf

Posts: 10457; Member since: May 14, 2012

I would not trade in my 6 Plus for a M9. I take way too many photos and that garbage 20MP camera won't cut it.

58. BaffledTruffle

Posts: 523; Member since: Dec 07, 2013

I ain't blind, honey, but the iPhone is worth my money more than the M9.

12. maherk

Posts: 6768; Member since: Feb 10, 2012

Exactly! As much as i HATE iTunes and dislike iOS, i wouldn't think twice before picking up the superior iPhone 6. Better camera, screen(apart from the resolution), battery life, fingerprint scanner, and most importantly, i won't be having an oven in my pocet during summer time.

7. eN16HTMAR3

Posts: 253; Member since: Oct 08, 2013

No one even thought of it being a HTC. That's because no one knows what HTC is. LOL.

10. NinjaBanana

Posts: 37; Member since: Apr 20, 2014

You do realize the other phone was a Samsung Galaxy. It might even have been the 5, because the 6 could have won in most of these tests.

14. Alan01

Posts: 601; Member since: Mar 21, 2012

Check out the YouTube pages for each video. Each one says that the other phone was the iPhone 6. Regards, Alan F.

17. DeusExCellula

Posts: 1390; Member since: Oct 05, 2014

Target destroyed

19. poltergeist

Posts: 3; Member since: Jul 03, 2015

No offence man, but what kind of journalist are you? Open all of the videos and read the description. It was HTC vs Apple and HTC vs Samsung. It depends on which test you look. HTC clearly failed again, because speed test was done vs Galaxy S6, and it loads apps the same way HTC One M9 does. Apple hate much?

27. Awalker

Posts: 1973; Member since: Aug 15, 2013

In the speed test video they give credit to phonebuff. He's the one that showed that the S6 had a hard time keeping apps in memory, specifically games.

18. sniperdroid

Posts: 146; Member since: May 23, 2013

It's an iPhone 6. Check the YouTube videos, it's in the description.

Latest Stories

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit for samples and additional information.