HTC is thinking big in terms of smartphone cameras. In an interview with Vodafone UK, HTC's cam-expert Symon Whitehor reassures us that we'll witness "huge advances in phone optics" in the next 12 to 18 months.” "We’re trying to match the performance of dedicated cameras where one piece of glass inside it costs £3000 alone," explains Whitehor, admitting that HTC won’t match that “in the short term, but we are getting towards those effects."
More specifically, Whitehor and HTC recognize that smartphone cameras have rendered point and shoot cameras effectively obsolete when it comes down to performance and portability. Now, they want to "approach the performance of regular cameras" until it becomes “much harder to justify buying a dedicated camera outside of specialist or nostalgia reasons.” The expert also points out at optical zooming as a "big feature", a deciding factor for smartphone cameras reaching "fully-fledged camera" level. According to him, optical zooming is "not too far off at all for HTC", but "the tech needs to be refined".
"We’re trying to match the performance of dedicated cameras where one piece of glass inside it costs £3000 alone."
It’s good to know that HTC isn’t being overly ambitious with this (although the highlight above does speak otherwise), because the thought of smartphones doing to DLSR cameras the same they did to point-and-shooters seems rather unrealistic at this point.
It looks like HTC is already raising hype for its next year's fagship smartphone and affiliated camera. Some of our readers are a bit weary of HTC hyping its camera technology, as they consider that the UltraPixel imaging in the HTC One and One (M8) didn't live up to its promises.
While the UltraPixel camera is definitely more impressive on paper than it is in performance, we have to point out that, when it comes to its flagship products, HTC delivers impeccable Android smartphones, all while experimenting with new technology and pursuing innovation - on a strict budget. We are keeping our fingers crossed that HTC's next camera effort will reflect the quality of the rest of its products.