Aside from using negative advertising by throwing unorthodox jabs at Samsung and dropping the “quietly brilliant” slogan, another key tactic employed by HTC to advertise the new One flagship has been focusing on gimmicks.

Like BlinkFeed. Or Zoe. But, most of all, UltraPixels. What is an UltraPixel snapper? Hard to say exactly, but, if we were to trust HTC, it was a game-changing technology for camera phones. From the outside, it appeared like a gamble, and, as it often happens, it might have not paid off as HTC expected.

You already know UltraPixel cams are to blame for HTC One’s global launch delays, don’t you? But here’s the kicker – according to numerous early reviews, the impressive low-light performance of the phone’s cam was overshadowed by mediocre snapshot quality in bright environments.

The good news is HTC was aware of the glitch and very quickly rolled out a software fix. According to the folks over at HardwareZone, HTC clarified that the original units sent out for reviews were “pre-production and had isolated hardware issues”.

HTC One camera

As for the updated device, this behaved a lot better in the website’s follow-up test, as you can notice from the before and after 100% crop shots at this link. The differences are noticeable for the naked eye, save for ISO 800 photos, which are bizarrely much noisier than both ISO 400 and 1600 pics.

True, that shouldn’t be a deal-breaker for anyone wanting to buy the One, but it’s just one of the many little things that prove HTC is still not quite ready to get back in the major league.

Oh, well, HTC has announced the final commercial software of the One will include this fix, so maybe another one can be quickly patched by the time of the release to solve that last minor glitch as well. The question is, can you still trust HTC to deliver or are you going to set your sights on someone else (cough, Samsung, cough, Sony, cough)?