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.

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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  • Storage 32 GB + microSDXC
  • Battery 3000 mAh(27h 3G talk time)

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112 Comments

1. sebbellic01

Posts: 305; Member since: May 03, 2016

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

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.

58. willywanta

Posts: 502; Member since: Jun 04, 2014

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

73. DRS1977

Posts: 679; Member since: May 27, 2015

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

104. epdm2be

Posts: 819; Member since: Apr 20, 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.

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...

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.

87. marorun

Posts: 5029; Member since: Mar 30, 2015

They priced it too high and too many exclusivity. Like in Canada only 1 carrier have exclusivity.

2. uzimafioso

Posts: 469; Member since: Jul 15, 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.

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.

46. SYSTEM_LORD

Posts: 1168; Member since: Oct 05, 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.

59. willywanta

Posts: 502; Member since: Jun 04, 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.

83. TechieXP1969

Posts: 14967; Member since: Sep 25, 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.

89. marorun

Posts: 5029; Member since: Mar 30, 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.

82. ryansc375

Posts: 36; Member since: Nov 11, 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.

88. marorun

Posts: 5029; Member since: Mar 30, 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.

105. epdm2be

Posts: 819; Member since: Apr 20, 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.

3. HR_19

Posts: 103; Member since: Aug 09, 2014

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

9. ChazzMatt

Posts: 104; Member since: Sep 26, 2013

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

13. Jorgemerino97

Posts: 70; Member since: Apr 05, 2014

Wow amazing!

51. Kumar123 unregistered

LOL, I love your sarcasm.

26. legiloca

Posts: 1676; Member since: Nov 11, 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*

37. uzimafioso

Posts: 469; Member since: Jul 15, 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.

77. phonearenarocks

Posts: 606; Member since: Mar 26, 2015

All you said is to the maximum extent right but there is one other big reason which is the brand trust, many of my friends and people around me had lot of repairs with HTC phones, even during the warranty period, they keep the phone with them for couple months saying that the device has been sent to taiwan for repairs. They dont even provide a backup phone during this period. I've even seen the first generation Galaxy Tab working like charm, people still are using Galaxy S2 though not as daily driver but an MP3 player and as a second phone when they have more than couple of numbers. My S3 is still a daily driver for my uncle, its camera is still among the very best. It is this trust which is also a major factor causing the difference in sales. Due to all these factors, people have given up on HTC.

90. marorun

Posts: 5029; Member since: Mar 30, 2015

Thats so false.. out of 10 samsung phone i sell 3 come back same year with issues. Apple its 2 out of 10. all others brand are under 1 for 10. As for old phone all my old HTC phone are still in perfect working order i had the following one : HTC Desire HD ( still use it as an alarm clock ) HTC one S ( my wife use it as a mp3 player) , HTC one M7 , M8 and M9 all in perfect working order as well. i even droped my M7 from a second story building ( its was in a cheap gel case ) and its had no damage.

96. phonearenarocks

Posts: 606; Member since: Mar 26, 2015

In such case, why is HTC not getting good sales? Fate? Life is so unfair ehh????

106. epdm2be

Posts: 819; Member since: Apr 20, 2012

It is too expensive and lack features that others have at these prices. People do compare when shopping.

78. phonearenarocks

Posts: 606; Member since: Mar 26, 2015

All you said is to the maximum extent right but there is one other big reason which is the brand trust, many of my friends and people around me had lot of repairs with HTC phones, even during the warranty period, they keep the phone with them for couple months saying that the device has been sent to taiwan for repairs. They dont even provide a backup phone during this period. I've even seen the first generation Galaxy Tab working like charm, people still are using Galaxy S2 though not as daily driver but an MP3 player and as a second phone when they have more than couple of numbers. My S3 is still a daily driver for my uncle, its camera is still among the very best. It is this trust which is also a major factor causing the difference in sales. Due to all these factors, people have given up on HTC.

45. Eclectech

Posts: 346; Member since: May 01, 2013

I never used the feature when I had the S6 because I'm not a fan of slow charging.

107. epdm2be

Posts: 819; Member since: Apr 20, 2012

Because you have no inductive charger. If you had then you'd know how convenient it actually is.

* Some comments have been hidden, because they don't meet the discussions rules.

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