HTC will increasingly focus on higher-end smartphones, despite increasingly cut-throat competition from the iPhone and rival Android handset-makers at the top of the market.
In an interview with the Wall Street Journal, HTC Chief Executive Officer Peter Chou said that the company plans to move away from “cheap, cheap phones” which he claims could “destroy” its image as a purveyor of hero smarties.
Chou, whose company has always favoured aluminium exteriors over the plasticky shells of some rivals, said an adherence to superior build quality will be at the core of its strategy in future.
He told the business news site: "We insist on using better materials to make better products that offer premium experience. Many consumers like that."
Chou’s comments are testament to a real sea change in thinking happening at HTC, after it relinquished its status as the go-to brand for Android to Samsung.
Earlier this year, HTC admitted that its policy of flooding the market with barely distinguishable smartphones and vowed to shift to creating fewer, but better quality models.