HTC recently offered discount codes for its latest flagship, the HTC U Ultra, to Team HTC members in the US, delivering a $150 (20%) price reduction on the new phone (down to $599). Only a few days later, the company announced on Twitter that the same deal was now open to everyone as part of its Spring sale.

The HTC U Ultra was released in the US on March 10 for $749.

HTC has reduced the price of its flagship along with a bunch of other handsets and accessories as it competes with the likes of the Galaxy S8 and LG G6, the latest flagships from South Korean tech giants Samsung and LG. Though a sale to take the edge off new Android flagship releases isn’t necessarily a bad idea (and HTC is also gearing up for another smartphone release soon), the swiftness with which HTC has slashed its most recent phone’s price does suggest it hasn’t been selling very well.

What’s more, this move will no doubt anger the fans who paid full price for the handset only recently.

See also:

The HTC U Ultra is getting its first big software update

April 5, 2017

HTC is likely in recovery mode after announcing a $117 million operating loss in its most recent earnings report (a 13% year-over-year drop in revenue). According to research company Wave7’s Jeff Moore: “HTC has bleak prospects, given lack of availability from T-Mobile and AT&T and weak prepaid availability, while the OEM has (a) tiny share of 2% at Sprint and <1% at Verizon.” This information was noted in a subscriber email picked up by wireless industry insights provider Fierce Wireless earlier this week.

Meanwhile, the HTC 10 was dropped from T-Mobile’s device catalog after just two months on sale in August, 2016, and HTC reportedly laid-off employees in the US late last year. It subsequently revealed that it would cut its smartphone output in half in 2017.

Though it’s a familiar story, things aren’t looking great for HTC right now; what are your thoughts on the company’s recent performance? Is HTC doomed? Let us know your thoughts in the comments.

Scott Adam Gordon
Scott Adam Gordon is a European correspondent for Android Authority. Originally from the UK, Scott has been tinkering with Android phones since 2011 and writing about them full-time since 2014. He now lives in Berlin with three roommates he never sees. Befriend him on Twitter and Google+ at the links.
  • Daggett Beaver |dBz| ✓ᵛᵉʳᶦᶠᶦᵉᵈ

    The price of the Bezel and Bezel XL isn’t helping. HTC has only shipped 2 million phones since launch over 6 months ago.

    • Ibrahim Woah

      can i just ask if you’re calling the pixel bezel and why. I’m curious lol

    • Dusty

      Sources? Oh that’s right, you’re a Samsung fanboy. Never mind.

      • Daggett Beaver |dBz| ✓ᵛᵉʳᶦᶠᶦᵉᵈ

        Dated March 29, 2017

        www dot gsmarena dot com/google_has_already_sold_21_million_pixels_report_says-news-24270.php

        (That’s 2.1 million, not 21 million as shown in the URL, which can’t have a dot.)

        phandroid dot com/2017/03/29/htc-pixel-shipments-pixel-3/

        • David Martrano

          The U isn’t selling very well, gee I wonder why! Could it be overpriced even 599.00. Their CEO has taken this company where no man has gone before. Call it the U Don’t want it. A once fabulous company down the toilet! Yikes!

    • David Martrano

      Even at a reduced price this phone is definitely not worth the time of day! Duel display 3000mamp battery & no headphone jack, no waterproofing. I find this phone can’t be recommended by anyone. What’s the new 11 ocean gonna cost 1200.00. Yikes!

  • Goran

    No-one can be so short sighted and noone sane will remove best features from their phones while offering them for higher prices, especially outside USA. This is intentional suicide from htc. Or most foolish and ignorant ppl work in htc if this is unintentional.

    • Angry Zombie 808

      its called as Courage according to Apple. Unfortunately for HTC, they dont have enough iSheeps to cover their ass when they make mistakes like Apple do.

      • Goran

        Well said! All relevant competition kept it, but htc removed what was one of the best, if not the best, thing about their phones. I still can’t comprehend they are sticking to this suicidal decision.

        • David Martrano

          You can’t pay the bills with what use to be. A very sad story!

  • Dusty

    Sources? Oh that’s right, you’re a Samsung fanboy. Never mind.

    • David Martrano

      U buy it, U don’t want, U better believe it’s garbage! Did I leave U out! U agree?

  • xXENDER FREAKXx

    come on man, a phone with good specs but no headphone jack that cost $900. of course it is not selling well!

    • PC_Peasant’s number 1 fan

      HTC trying to be Apple with weak brand. Big mistake.

      • David Martrano

        Big mistake, that’s an understatement! Their CEO Cher Wang-er has brought them to their knees! Now the ocean 11 is getting ready for release. What’s next from the great minds of HTC. To think I use to love there phones & boom-sound. These are sad days for a once great company! What’s being offered is beyond ridiculous!

  • Daniel Weis

    I loved my Evo 3D back in 2010. I might have stuck with HTC if they had continued that line. Instead I’ve switched to the Galaxy S series and have been watching HTC die a slow painful death ever since.

    • Angry Zombie 808

      HTC are the new Nokia.

      • PC_Peasant’s number 1 fan

        Nož really hardware wasn’t that bad from Nokia

  • jayesh dubey

    Htc are game changers, they know how to make smartphones with year old hardware and sell them as something new with a ridiculous high price than the competition.

  • Noel

    If HTC after all these years of complains from fans doesn’t come to their senses about their HUGE BEZELS & MEAGER BATTERY SIZE problems..they will continue to have problems with what ever phone they make. Two of the three reasons I skipped the Pixel XL

  • Angry Zombie 808

    HTC is the next Nokia. A great giant who shot itself on the foot. But Nokia was resurrected now but things were never the same though.

  • Goran

    I have a request for AA. Pls do something like Dear htc. Pls try to reach htc and tell them that removing best thing about htc phones, their phenomenal sound on 3.5, is not appreciated by their fans and buyers. Infact it makes us angry. And add whatever you think htc does else wrong…And they do a lot of wrong after htc 10.

  • HTC is smoking crack trying to sell a mid tiered phone at flagship prices. Look at the price point of the OP3T… That’s your competition.