HTC to return to the premium smartphone market when the time is right

HTC to return to the premium smartphone market when the time is right
HTC is no longer a major player in the smartphone market, but that it looks like the Taiwanese company plans its return. The last important number that represents HTC's contribution to the smartphone market dates from 2011 when the company accounted for roughly 10% of global sales.

Fast forward eight years and HTC is nowhere to be seen on any charts showing global smartphone sales. But that might change if HTC's solid VR business continues to grow in the next couple of years.

The company's newly appointed CEO, former Orange exec Yves Maitres, appeared on stage at TechCrunch Disrupt and made some bold statements regarding HTC's mobile business. First, he addressed HTC's inability to find a niche for its smartphones due to shifting all R&D resources to the VR business.

Maitres went on to say that 5G is, in fact, the main bottleneck to growth and that HTC's success doesn't depend on developing markets, and that his company will be more active in the premium handset segment focused on “countries with higher GDP (gross domestic products).”

Despite the fact that HTC released a couple of mid-range smartphones in the last year or so, the company is ready to offer customers “best in class hardware and photography.” It remains to be seen how fast HTC will be able to solve this puzzle and come up with an innovative device that will solve all the past issues with its smartphones.



1. TheOracle1

Posts: 2329; Member since: May 04, 2015

I fear it's too late for HTC. VR or not they consistently overpriced their phones compared to what was on offer from the competition.

2. Whitedot

Posts: 824; Member since: Sep 26, 2017

A very strange decision choice and philosophy. Not investing and innovating in smartphone hardware yet year after year releasing high end, mid range phones and expecting profit from it. It was obvious intentions when HTC sold it's engineering muscle to Google they threw the white towel.

3. AlienKiss

Posts: 197; Member since: May 21, 2019

My first android phone was HTC Desire (Bravo) and I was a big HTC fan. But since the 10 was released, HTC went nowhere but down. I'm amazed that the company still exists to be honest.. Nowadays, when a company has issues, everyone will make a reference to HTC like: "This is the next HTC etc". In other words, when someone hears HTC, the first word in their mind is failure.

6. rkoforever90

Posts: 459; Member since: Dec 03, 2011

Yeah true , i been hearing about htc shutting down since like 2012 and they still making phones ( eventhough no one is buying :P)

7. sunnyfpy

Posts: 288; Member since: May 12, 2013

RIP,,,,already Dead on arrivial!

8. MrMalignance

Posts: 300; Member since: Feb 17, 2013

I'm going to be optimistic. Hopefully ,by not throwing out phones every other month, they'll be able to focus on what people expect and want. Sometimes the main players are too caught up in the next phone, and lose out a bit on the current phone. As for the device, I'll reserve judgement until they release it

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.