HTC may be reducing component orders for the One M9 as it fails to meet sales expectations

HTC may be reducing component orders for the One M9 as it fails to meet sales expectations
Today is a gloomy news day for HTC, as sources from the company's supply chain in Taiwan claim orders for HTC One M9 components may be cut by as much as 30%. Unfortunately, that's not due to an abundance in supply, but rather due to a lower than expected demand for the all-metal handset. Said sources explain the One M9's disappointing sales with a lack of differentiation, citing the design similarity with its predecessor, the One M8, and hardware specifications comparable to the competition's high-end models.

It's difficult to wrap one's head around these arguments, as Apple has had no trouble selling largely similar-looking iPhones over the years, while most of 2014's Android flagships were, if one's keen to have a more cynical look at things, the Qualcomm Snapdragon 801 packaged in 10 different ways. Our hypothesis for the HTC One M9's inability to wow the masses is, first and foremost, bad timing. Mere hours after HTC announced a fine smartphone that was all too subtle of an upgrade over its predecessor (and therefore lacklustre), Samsung revealed its most impressive Galaxy S smartphones ever. It's like being at a rock show where band X opens for Metallica - unless band X is exceptionally great, few are going to remember them after 'tallica storm the stage. 

In addition, the HTC One M9's display and camera capabilities don't stand out in comparison to flagships from Apple, Samsung, and LG. Either HTC's market intelligence underestimated the degree of technological innovation required to properly compete this year, or the company simply couldn't secure orders for the best-in-class components as they were gobbled up by bigger competitors. For example, look at what's happening with Sony's camera sensors this year.

Outside the flagship front, HTC — not unlike other major Android players — continues to receive punches from Chinese low-cost vendors in the Asian market's entry and mid-range segments. The Chinese market, in particular, is wholly dominated by domestic brands such as Xiaomi, Huawei, Vivo, Oppo, Lenovo, ZTE... not to mention enterprising upstarts like Meizu, Coolpad, Elephone, JiaYu, Doogee and countless former "white box" vendors who cut their teeth on copying premium brands' products before rolling their own. Thanks to a well established market presence, government subsidies, and a reliance on online stores to diminish retail and marketing costs, they can afford to sell products with extreme price to quality ratios that would render foreign brands unprofitable, if they were to try and match them.

HTC's strategy to carve a niche in this challenging market relies on Desire phones that utilize MediaTek's competent, yet low-cost chipsets, in addition to specs-intensive re-workings of its flagship devices, in particular the HTC M9+. The latter has been enjoying generally better demand in Taiwan than the One M9, as customers seek the absolute best value for their money.

source: Digitimes

Related phones

One M9
  • Display 5.0 inches
    1920 x 1080 pixels
  • Camera 20 MP (Single camera)
    4 MP front
  • Hardware Qualcomm Snapdragon 810, 3GB RAM
  • Storage 32GB, microSDXC
  • Battery 2840 mAh
  • OS Android 7.0 Nougat
    HTC Sense UI



37. kabukijoe

Posts: 102; Member since: Mar 06, 2010

HTC dropped the ball on this one but I'd still take it over an S6. At least it won't stop charging properly or just randomly turn off and never turn back on like every Galaxy ever, including the S6 which I've already seen a bunch of in my store.

35. Firedrops

Posts: 254; Member since: Sep 06, 2011

lol what expectations?

33. GreekGeek

Posts: 1276; Member since: Mar 22, 2014

Snapdragon 810 woes, no wonder Samsung and LG ditched it Plus it makes you wonder why the M9 has a MEDIATEK variant...uhm

32. Andrewtst

Posts: 697; Member since: Jan 25, 2009

HTC never listen to consumer, no surprise be failure.

31. BobbyBuster

Posts: 854; Member since: Jan 13, 2015

It seems that Sammy succeeded in crap talking HTC via paid s-hills again.

30. Taters

Posts: 6474; Member since: Jan 28, 2013

At this point, HTC should just stick to what they do best besides sucking. They should go strictly software and sell sense to one of the China OEMs.

22. tiara6918

Posts: 2263; Member since: Apr 26, 2012

i'll still buy this no matter what

25. darkskoliro

Posts: 1092; Member since: May 07, 2012

Have you read this article? I found it interesting to see how a simple few toggles make the picture so different, yet the camera department at HTC cant even replicate the same effects

26. Trex95

Posts: 2402; Member since: Mar 03, 2013

So the M9 sensor it's better than Z3 sensor Sony x220 and older than note 4 x240 but still can't beat Z3 and note 4 in low light condition?! I used the M9 and to be honest the camera in Auto mode better than Z3 camera, but when it comes to manual non of Android phone can beat Z3 not even S6 or note 4.

14. pali2704

Posts: 16; Member since: Feb 11, 2015

Can't have that price tag on M9 and hope for better sales: 1. Looks and feels like the M8. 2. Poor choice in camera. 3. Poor choice in CPU. 4. Huge black bezels...

12. dimas

Posts: 3466; Member since: Jul 22, 2014

They can bounce back if HTC can create something that will make people go wow not just with the outer design but with the overall engineering. If they can offer monster specs like what LeTV and elephone are doing then putting it on par with samsung flagship on much affordable price, who knows? They might kill the big kraken of android phones.

24. j2001m

Posts: 3061; Member since: Apr 28, 2014

They not got the r and d, have you got any idea how all the tech in the s6 edge cost Samsung in r and d, it's the only phone out that worth the cost of the phone, even if Samsung charged 2x the price it be a good deal, no other phome got the tech and will, not have it for years

28. Taters

Posts: 6474; Member since: Jan 28, 2013

They don't have the engineering chops to remove that black bezel, how do you expect them to have the chops to make the best handset.


Posts: 54; Member since: Mar 20, 2015

looks like android failed overall

8. carlemillward unregistered

Yet most of PhoneArena is dedicated to releasing articles about it, flawed logic for someone who does not like Android to be on this site, perphaps even Windows.

9. Ordinary

Posts: 2454; Member since: Apr 23, 2015

You failed as a human being


Posts: 226; Member since: May 10, 2015

One Madroider got butthurt. lol

10. medtxa

Posts: 1655; Member since: Jun 02, 2014

what's wrong? maybe the blow from all the attention to samsung is too much? haha

11. TerryTerius unregistered

The one thing I ask, if you are going to stoop so low as to dedicate your life to pissing off strangers over the internet whom you will never meet and don't affect your life in any measurable way, is that you have the self respect to be creative with your trolling. Is that really so much to ask? At least make your random attempts to provoke outrage interesting. I understand it's the only way you get attention in your life, but don't make it boring for everyone else.

13. dimas

Posts: 3466; Member since: Jul 22, 2014

Android have flaws and so is iOS. Don't be a moron and overly fanatic, every product have their own share of failures.


Posts: 226; Member since: May 10, 2015

what do you expect from them, bro? They are all cheap crap and unreliable.

20. ninja_master

Posts: 306; Member since: Feb 27, 2015

Even that "cheap" android device beats the mightiest of all ipads

21. maccess

Posts: 742; Member since: Jan 16, 2013

Oh look the same person replying to itself.. such a poor monkey being..

6. Phonedingo

Posts: 399; Member since: Aug 16, 2014

While I never want to have ill wishes towards a company, HTC deserves it's lack of sales for putting out such a lackluster device as it's flagship. I could make a good argument that desire eye is currently their best phone available, and that's pretty sad.

5. seanwhat

Posts: 321; Member since: Jul 11, 2013


4. jesus_sheep

Posts: 279; Member since: Apr 18, 2015

Over at xda, several people are reporting that the camera glass is cracking on its own due to overheating. Good job HTC.

23. j2001m

Posts: 3061; Member since: Apr 28, 2014

That the sd810 for you that CPU is doa RIP HTC

27. Taters

Posts: 6474; Member since: Jan 28, 2013

That's the only reason they have the HTC Advantage, they know everyone will return it at least once regardless so they have no problems dolling out that kind of replacement warranty.

3. carlemillward unregistered

What components exactly, they seem to be using the same components for all the other variants.


Posts: 27; Member since: Sep 22, 2011

They should have lowered the shipment of that thing king time ago and have the US the better of the tw/o instead keeping it an exclusive to China, they should sell the M9 as a low end lower cost device and bring the M9+ to the states but then again it may just be too late for that come back as it's already kind too late being that so many IPhones and S6s have been sold . Better luck next year HTC.

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