Sometimes, showing your entire hand works out, and other times it doesn’t. There’s something to be said about going all-in, banking on one thing, or just a handful of things, while the rest of the industry sticks to their game plans of old. It’s a risky move, but it’s a move that can be ultimately rewarding if it’s done right, and the product you’re going all-in with is good enough to stand the test of time. Or, more specifically, good enough to stand up against everything else every other manufacture still has coming down the pipe.

That’s the position HTC currently finds themselves in. And it’s a position that they have put themselves in by design, not just with the way that they have released their new high-end phones this year, but also with their new smartphone strategy in general. We’ve talked extensively in the past about how HTC wants to focus on quality, rather than quantity. It’s that mentality that could be the most damaging to HTC’s plans, due to the fact that they may have gone all-in way too early.

When the HTC One Series was unveiled, the Galaxy S III by Samsung was still just a wild rumor. Even now, well after the announcement, and even the launch of some One Series devices, we still have no idea what Apple will be unveiling with iOS 6 and the new iPhone. Furthermore, there are still other Android manufacturers who aren’t sticking to that “quality over quantity” mantra, and will more than likely be showing off plenty of new high-end devices throughout the year, all across the globe.

HTC may have jumped the gun.

Taylor likes the One X and HTC’s new ImageSense technology, even if the battery doesn’t do it for him. And, after I’ve played around with a One X myself, I can say that it’s definitely a nice phone. HTC has indeed made sure that there is a new focus on quality, and there’s nothing wrong with that at all. HTC should be applauded for this new focus.

However, the problem comes in the fact that it’s only May. We’re not even halfway through the month, and HTC has already unveiled their heavy hitter months ago. There is still so much time left in the year, and other manufacturers are still creating high-end devices (including Samsung), that it could very well be possible that HTC gets lost in the past.

Now, this is a simple issue, and even a non-issue, if HTC is working on a new device that is equal, if not better than, the One X, which they plan on releasing at the tail-end of the year. They will obviously have to have something coming down the pipe to combat Apple’s new iPhone, along with the Cupertino-based company’s new iOS. I find it hard to believe that HTC would hope that a phone launched at the beginning of the year, albeit with high-end specifications, would be their answer to the new iPhone.

What makes this worse, is the fact that HTC is obviously perfectly fine with releasing devices that aren’t up to the One Series bar. We’ve seen as much from the DROID Incredible 4G LTE that is releasing for Verizon at some point in the future. While this is an easy argument against HTC’s “quality over quantity” position, the real focus is on the fact that HTC may have shown all their cards too soon.

I was speaking with someone about the One S not too long ago, and they told me that they firmly believe that the One S could have stood out on its own for a launch. While plenty of focus was put on the One X, the One S is a very good phone in its own regard. That got me thinking that maybe HTC should have unveiled either the One S or One X on their own, earlier in the year, and then the other later in the year (along with the One V). Ideally, I’d think the One S would be the standard (if not mid-range?) of the One Series, and could easily be adopted onto more carriers.

And then you’ve got the One X to combat the new iPhone later this year.

As it stands right now, I think there’s a good possibility that HTC’s efforts are forgotten by those who didn’t already buy a One X or One S by the time other phones launch down the line.

Do you think HTC could have done better if they staggered the launch of their One Series devices? Let me know in the comments!


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72 Reactions to this post

"What do you think of HTC's One series?"

Please limit your reaction to 140 characters or use comments for a longer reply :)
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Andry Estevez
Andry Estevez I get 46 mbps on the one x its scary
David Hollingsworth
David Hollingsworth Love my one x
Shaquille Burton
Shaquille Burton The should have did what they did with the Sensation and Amaze release the One S first in May/June then in September/October release the One X to battle the iPhone seeing as the Tegra 3 would likely support LTE by then
Paul Alexandru
Paul Alexandru Theor best series!!,i can't wait for their next phone
Muraad QuietStorm Moore
Muraad QuietStorm Moore I look forward to owning the EVO 4G LTE
Reinis Jansons
Reinis Jansons Bad.
Tyler Hell
Tyler Hell I like it. The sprint version is way better!
Ehsan Ace Wedee
Ehsan Ace Wedee I like my one s so problem at all with it :)
Nic Gruwell
Nic Gruwell It's real nice. No real complaints.
Gerald Knight
Gerald Knight Love my x att
Hector E Craig
Hector E Craig No removable battery no buy.
Jacob Piehl
Jacob Piehl HTC should relinqiush operating system updates to google for android devices so we don't have to wait months and months and months for updates that are supported on phones.
Jello Deiondre
Jello Deiondre They should release a HTC X Mini, a phone for the poor people ;) kinda like the wildfire .
Anthony Bailey
Anthony Bailey I think it's lackluster and still doesn't adequately stack up against Samsung's Galaxy series.
Krushi Vemula
Krushi Vemula If they want to compete with Samsung they have to start releasing their flagship on all the major carriers.
Rodney Zelaya
Rodney Zelaya Love my one x
Lance Tomlinson
Lance Tomlinson The HTC one x is a beautiful design, back to the great HTC designs like the desire and desire HD. Very nice
Jason Ramos
Jason Ramos Nice but they're on the wrong carriers. One X should be on Verizon. T-Mo has balls charging the same price as the one x for a one s. One S has lower specs all around
Nikolas Manuelides
Nikolas Manuelides Best one out there, best phones in the market right now, since SGS3 was a total dissapointment
Darren N Anderson
Darren N Anderson It's lookin' like a WINNER 2 me still.
Tony Salazar
Tony Salazar With this phone I have almost forgotten about the iphone. That is what I personally think of this phone. I love to have my hands on one.
Brandon Johnson
Brandon Johnson The only one of this series I'd even think about buying is the X. But I've come to like samsung more than HTC.
Tony Abiama
Tony Abiama Played with the one X at the AT&T store, that device is a beast, the screen and fluidity is amazing
Fred Haynes
Fred Haynes No they should have let us expand the memory 16gb is a joke for a great looking phone not interested it is nice tho
Jeff Lee-wag Liwag
Jeff Lee-wag Liwag Dm;hib (doesn't matter;have insufficient batteries)
Syedul Islam
Syedul Islam Ill probably be gettin the s3 i had htc before but i think their sense ui is slightly overkill..
Marc Speziale
Marc Speziale Freaking Best Phone Ever!
Benjamin Padilla
Benjamin Padilla People are saying Sprint messed up the One X with the EVO LTE but it has three big advancements over the One X: bigger battery, removable sd card, and kick stand. Design wise it's not quite as good but I personally like it. Anyway, the One series are great phones. HTC did a great job and Samsung kind of disappointed with the GSIII.
Dominican Papi
Dominican Papi Would have love it if it had a removable battery
Daniel Schmitt
Daniel Schmitt And I think s voice will be a top compedetor against siri
Daniel Schmitt
Daniel Schmitt I like the look and feel of the one x and just the overall fluidity of the device but I'm also interested to see what samsungs new s voice has to bring to the table on the new Samsung galaxy s3
Joe Noyola
Joe Noyola I love my HTC one s
Darryl Cobb
Darryl Cobb If they would've made a phone with a removable battery and a micro SD card slot, they would've beaten Samsung this go round.
Anthony V Cannata
Anthony V Cannata Dislike non removable battery & no memory card
Maxi Fabián
Maxi Fabián I heard that AT&T version won't be unlockable with HTC Development program, is that true'
Susan Hwang
Susan Hwang Would have been perfect if it had a larger battery
Mike Cantwell
Mike Cantwell Awesome
Inaudy Mediavilla
Inaudy Mediavilla I have the one s battery is great it lasted me the whole day and the rest is just awesome super fast and plenty of memory love it
Nick Petrizzio
Nick Petrizzio unlocked*
Nick Petrizzio
Nick Petrizzio give me a one X on AT&T with a unlocked bootloader or i will buy one inlocked
Brian D Buckley
Brian D Buckley Severely underwhelming! My Sensation 4g is just about as powerfull. The specs do not differ much. Which is a good thing,means my phone will still be on-par with current phones even after a year+ which is unherd of.
Edgar Emanuel Rivera Rojas
Edgar Emanuel Rivera Rojas Motorola rules
Caleb Minor
Caleb Minor They somewhat disappointed me!
Alan Contreras
Alan Contreras No no for design... 1. xperia nxt series 2. one series 3. galaxy series i want a sony xperia s, the htc one x and the samsung galaxy sIII ... but i love the NXT series of sony...
Pablo Echevarria
Pablo Echevarria The one series are elite phones just like the Galaxy line up. Its ridiculous how people are bashing the GS3 cause its not an a leap forward in terms of specs. What Android needs is a perfect phone both software and hardware. The Galaxy Nexus is as perfect as it gets but the GS3 is perfecting current technology instead of adding just more cores. I love my Nexus personally but how the blue GS3 is gorgeous and efficient.
Steve Moore
Steve Moore Lot o bugs..
Tahrim Ehsan Abir
Tahrim Ehsan Abir 1.Galaxy series 2.One series 3.Xperia series
Shaun David
Shaun David Htc X is dope I want it on tmobile
Sanchez Edgardo
Sanchez Edgardo No sd no good
Mark Hellard
Mark Hellard one s is the one
Ronda Teixeira
Ronda Teixeira I love my new HTC one x
Dan Bittner
Dan Bittner I have the HTC one x and its greatest phone. The gs3 is crap. The camera was copied from the one x. I have the note and it was nice but not even close to the one x. The one x is also the fastest phone I've ever seen and I'm not in and lte region and its still faster then any other phone I've ever seen
Dan Daniel
Dan Daniel Beat android on att until the ion shows up
Alene McLaughlin
Alene McLaughlin I love it. It's going to be my next phone.
Sahn Choi
Sahn Choi The One series is impressive for sure. However, considering the amount of S II variants there were this past year and how well they sold, I'm sure there will be a large selection of S III phones and maybe even a Note II or a Galaxy Nexus II. Smartphone sales skyrocket during the holiday season and later this year the One series could be regarded as outdated, considering the pace android phones are released.
Perro Rosello
Perro Rosello HTC did an amazing job in all aspects. I love my ATT One X
Mackenzie Davis Schemel
Mackenzie Davis Schemel Wish they had a One X for Verizon!
Ian Webster
Ian Webster I'm torn. I'm on T-Mobile, and my contract with my Vibrant ends next month. The HTC One S is the obvious choice for immediate gratification, but I'm hesitant about the battery and SD issues. The Samsung GS3 looks appealing, but I was hesitant to get the Vibrant because of the upgrade issues with the Behold, and the Vibrant certainly followed suit. It's also rebooting on me, and we all know about the crappy GPS. Plus, who knows if/when the GS3 will come out on T-Mo. So what do you think, guys? Get the One S, or hold out for the GS3?
Muhammad A. Ibrahim
Muhammad A. Ibrahim I love the HTC one x!
Tamaris Jones
Tamaris Jones Great phone might get one but would like to see if HTC is going to bring it when windows 8 comes out. Tired of the cheap plastic Samsung phones. Love a phone with nice weight and size.
Marti Ruiz
Marti Ruiz gs3 over htc x
Gunny Wallen
Gunny Wallen I love mine. I hate that AT&T has prevented us from unlocking the bootloader. This is easily the best android phone you can buy today. What comes tomorrow is always coming tomorrow. I have no regrets buying it.
Eric Hook
Eric Hook yes they should have waited. The GS3 and Galaxy Nexus much better tho. Uhhh No. It feels as Plastic as the GS2 and even the GS3. And Nothing beats PURE Google, both the LTE and GSM version. I know Aaron agrees...pure google. The camera is minutely better, if at all, than the Galaxy Nexus The Galaxy Nexus feels more like metal and the GS3 will have better speech functions than Siri, etc and the speech functions on the GN are already better than Gingerbread I do note that HTC has gotten better looking phones...but they have done what Sammy has done, gotten lighter and approached what they look like. Besides the front camera sucks
Benny Taylor
Benny Taylor So good. Can't wait to get one.
Chris King
Chris King Will never own anything that isn't true aosp (nexus)
Bill Gillespie
Bill Gillespie Worst android series ever you can't even take the battery out or add memory... I know a phone like that and it isucks
Suhail Sachdeva
Suhail Sachdeva Best series from htc yet and definitely strong competitors....
Aviv Fadlon
Aviv Fadlon Very nice, the HTC One X is one of the best Android device out there. But the Galaxy S3 much better...
JuNed Islam
JuNed Islam One x is much sexier than the SG3
Wiam Wee
Wiam Wee i guess, atleast until the release of the gs3
Jeff Hollins
Jeff Hollins Nice!
Akobi Gill
Akobi Gill One X oozes sexy.

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