HTC looking for better sales for its U series

HTC looking for better sales for its U series
HTC just launched its HTC U Ultra and U Play yesterday, and they look pretty interesting. The HTC U Ultra comes with a design that the company calls Liquid Surface, a second screen similar to that of the LG V20, and some pretty high-end specs. The U Play is a bit more modest in the hardware department, but still looks gorgeous.

And HTC hopes that it will make some pretty good profit off the two devices. In fact, Chialin Chang, HTC president of Global Sales, said that the company hopes the newly unveiled handsets will sell better than the HTC M series.

The U series will be the new flagships for the company, with “HTC 11” not coming, or at least not under that name. In the meantime, the Desire series will continue to evolve, but will remain HTC's mid-range devices. This is probably an attempt on HTC's part to rebrand its flagships that have been lagging behind those of its competitors for some time now. And, we have to admit, the new devices are far more appealing in terms of design and branding than the HTC 10, for example.

HTC has also undergone some personnel changes, with Jack Tung, president of HTC North Asia, reassigned to the expansion of HTC Vive stores in Japan and Taiwan. There were also some rumors circulating about possible layoffs in the company's North American branch, but Chang dismissed them completely, stating that the market there is still important for HTC.

The new HTC U handsets will be released in Taiwan by the end of this month, with more markets following in February. However, the US will only receive the HTC U Ultra, and it's expected to begin shipping in mid-March.

source: Digitimes

Related phones

U Ultra
  • Display 5.7 inches
    2560 x 1440 pixels
  • Camera 12 MP (Single camera)
    16 MP front
  • Hardware Qualcomm Snapdragon 821, 4GB RAM
  • Storage 64GB, microSDXC
  • Battery 3000 mAh
  • OS Android 8.0 Oreo
U Play
  • Display 5.2 inches
    1920 x 1080 pixels
  • Camera 16 MP (Single camera)
    16 MP front
  • Hardware MediaTek Helio P10, 3GB RAM
  • Storage 32GB, microSDXC
  • Battery 2500 mAh
  • OS Android 7.0 Nougat
    HTC Sense UI



13. UnlimitedSkye03

Posts: 300; Member since: Apr 27, 2012

Removes headphone jack and expects better sales? That's very very very ironic.

12. gersont1000

Posts: 473; Member since: Mar 13, 2012

LOL keep hoping HTC. These phones are priced way too high. And the interesting thing is that the U Ultra is supposedly not their flagship phone, so is their actual flagship going to cost $1,000 or higher?

10. ianbbaa

Posts: 332; Member since: Mar 20, 2013

I see Nokia will just overtake very quickly htcs position on the market....

7. Hyperreal

Posts: 363; Member since: Oct 08, 2013

HTC 10 successor is coming but under different name. HTC u ultra is not considered as flagship. IT was confirmed by HTC Poland.

9. yalokiy

Posts: 1156; Member since: Aug 01, 2016

Not a flagship? What it is then at this price?

11. Hyperreal

Posts: 363; Member since: Oct 08, 2013

thats a good question? :P Anyway I am waiting for a true flagship wish sd835 that usually comes in april. If this one sucks, time to move on.

6. LanjaKodaka

Posts: 219; Member since: Sep 27, 2016

What what what ? Until yesterday I was defending HTC in the comments section... Now as like someone posted a comment for an article, RIP HTC(someone's comment).

8. yalokiy

Posts: 1156; Member since: Aug 01, 2016

They need to fire all the management people that approved these devices at these price into production. Otherwise it's definitely a RIP.

16. LanjaKodaka

Posts: 219; Member since: Sep 27, 2016

Yes, you're right. These are no more worth than a one plus 3/3T. Infact they should sell it at $350 max. Then they might get some sales...

5. nh1402

Posts: 138; Member since: Oct 30, 2013

good luck with that, with the disgustingly small batteries, and no audio jack.

14. KParks23

Posts: 750; Member since: Oct 13, 2010

Exactly. And they think this is going to fly off the shelves?? Is it April yet because that's a good one. I thought they were heading in the right direction with the 10 but then they bust a 180 and it's like WTF.

4. yalokiy

Posts: 1156; Member since: Aug 01, 2016

HTC, better look at what Samsung and Huawei have at the price you ask for HTC U Play. I would choose honor 8 or galaxy A5 (2017) anytime over your U Play.

3. dome888

Posts: 87; Member since: Oct 10, 2012

im guessing the ultra would have an sot of 4 hours max, so yeah HTC is dreaming

2. nebula

Posts: 1009; Member since: Feb 20, 2015

Hope is the mother of fools.

15. KParks23

Posts: 750; Member since: Oct 13, 2010

I read the title and my 1st thought was they better look elsewhere, 750$ for a last year specs, small battery, no 3.5 jack phone. They lost there mind

17. ibend

Posts: 6747; Member since: Sep 30, 2014

when will they realize that they're not apple :-/

18. nebula

Posts: 1009; Member since: Feb 20, 2015

That's exactly what I thought.

1. amro99

Posts: 114; Member since: Nov 29, 2012

If desire series remains the mid-range, what is U Play with its P10 processor? High end?! O_o

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.
FCC OKs Cingular's purchase of AT&T Wireless