HTC: The One Will Be Our Only Flagship Phone Of 2013


Good news! If you’re planning to pick up the new HTC One when it makes its debut in the coming months, you won’t need to worry about getting a successor just three months later. An HTC executive has today confirmed that the device will be the company’s only flagship smartphone of 2013.

Some Android manufacturers like to quickly churn out one device after another, and HTC has been notorious for it in recent years. The company has launched new high-end smartphones, and then just several months later, unveiled a slightly better version — leaving its customers a little upset with the fact that their handset had such a short lifespan.

Take the One X, for example. In less than twelve months, there were three versions of the device available in Europe, including the original One X, the One XL, and the One X+.

But the HTC is now promising that this won’t be the case in 2013; the HTC One will be its only flagship smartphone this year, according to Phil Robinson, executive director for the U.K. and Ireland.

“We just said, let’s just create one flagship device this year,” Robinson said. “This is the One.”

If HTC sticks to that promise, then it will be adopting a release cycle like Apple’s and Samsung’s, which sees just one flagship smartphone every year.

Not only will this make its handset launches a little more significant, and therefore more exciting, but it’ll also give its customers peace of mind — they know if they adopt the company’s latest flagship shortly after its release, their handset won’t be obsolete within just a few months.

We’re assuming, however, that Robinson meant the One would be the only Android flagship of 2013; we’re still expecting a Windows Phone flagship, too.

Earlier this month, HTC announced that it was going to switch its focus to cheaper phones for emerging markets in the future, following its struggle to compete with the aforementioned Apple and Samsung in the high-end market. Although the company’s recent flagships have been far from disappointing, they’ve still been overshadowed by devices like the Galaxy S III, the Galaxy Note II, and the iPhone 5.