HTC One or bust – no other One-branded smartphones coming this year

February 26, 2013
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HTC One [aa] 600px (2)

The recently launched HTC One will be the one and only One phone this year. In other words, you shouldn’t expect a supersized One+ to arrive at some point in the coming months nor should you look forward to a cheaper mid-ranged One-insert-letter-here to hit certain carriers.

The news comes straight from Phil Roberson, head of HTC’s UK and Ireland who went on record to confirm that “this is the One:”

HTC One is the flagship device.

Last year we had the X and the S, where people had different personal preferences between the two.

We just said, let’s just create one flagship device for this year.

That’s certainly an interesting move for HTC, one that should further strengthen the One brand this year. The Taiwanese company should have done this a few years ago instead of oscillating between various product names that nobody remembers after a while.

Last year, HTC tried to create its own Galaxy-like family, the One handsets, by launching a garden variety of One Android devices that would meet, but that didn’t quite work for the company. After all it does take a few years to build a strong Android brand like Samsung did.

Now it looks like HTC is taking another cue from Apple’s playbook by launching just one flagship device under the One brand. Ironically though, various rumors out there seem to suggest that this may be the year when Apple finally launches more than one new iPhone, therefore slightly modifying its own mobile strategy for the year.

Are you buying the One this year, or are you waiting for something more interesting?

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