Jump to navigation

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.

htc one x official

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.

Source:

The Wall Street Journal

Join the conversation

comments powered by Disqus

Stay up to date

  • Google+ Follow uSwitchTech
  • Subscribe to our RSS feed

Latest Comments

  • Jonathan Leggett 2 hours ago iOS 8.02 doesn’t fix iPhone 6... Fair enough, Mark. I guess a salient point is that history tells us there's no way the glitches with IOS 8...
  • Tom 13 hours ago Apple iPhone 6 review ios 8 a few teething problems! obviously this writer is in denial or just cant see the web is choka full...
  • Mark 14 hours ago iOS 8.02 doesn’t fix iPhone 6... My Goodness! people clammer scratch and claw there way to the lineup to buy this icrap! mindless drones...

Search news

Categories