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HTC is no stranger when it comes to poking fun at its fiercest competitor. When the Galaxy S5 was first announced, HTC said that “buyers remorse” would be coming soon to GS5 customers and later HTC’s North American president Jason Mackenzie retweeted an image likening the Galaxy S5 to a band-aid.

With the HTC One (M8) now official and already available in select markets, HTC’s confidence (at least publicly) is at an all-time high. This is particularly true when it comes to Mackenzie, who has been talking up the M8 quite a bit recently while doing his best to throw in some jabs at the latest Galaxy S handset.

Speaking in an interview with Business Insider earlier this week, Mackenzie said that HTC was a “company that invests in our customers and delivers a beautifully designed product that you can feel proud of.” Turning to Samsung, he said the firm is simply “focused on investing in advertising”. Mackenzie further went on to say that Samsung uses it’s marketing and advertising to “paint the world blue” and that this is “evident when you look at the product”.

This falls in line with Mackenzie’s previous comments during the HTC press conference earlier this week, where he said that the HTC One M8 experience is “so much better than… throwing a few dimples on the back”. Mackenzie summed up Samsung’s position in the market by pointing out one of the company’s arguably biggest weaknesses: it’s use of plastic.

[quote qtext=”If you want to buy a product built out of cheap plastic, there’s a solution for you. But we’re going after a different customer, someone who wants the best.” qperson=”Jason Mackenzie” qsource=”HTC President of North America” qposition=”center”]

Samsung Galaxy S5 Color Comparison -1160820

Bold words, but can HTC deliver?

With HTC struggling to stay relevant in the Android world as of late, it’s important that they retain a calm, strong front. The big question, however, is whether the HTC One (M8) and other upcoming devices have enough weight to finally give HTC the edge it needs over the competition.

According to Greenbot, in yet another recent interview HTC’s Jason Mackenzie spoke about what HTC is doing differently this year, and how this could finally be their year to shine brightly once again. In the interview, Mackenzie said that if “you look at our 17-year history, we’ve had only one negative quarter. Not many people can communicate that.” He also mentions that HTC is “one of only three smartphone companies that’s been consistently profitable”.

The big question is if the HTC One (M8) has enough weight to finally give HTC the edge it needs over the competition

Of course, HTC has been struggling fiscally for a long while now, even if it’s managed to mostly break even or scrape together a small profit. Regardless of their continued fiscal problems and drop in market/mindshare, Mackenzie seems optimistic that the M8 can turn things around.

The biggest change in strategy, according to Mackenzie, is that they are releasing the handset from day one, while the buzz is fresh. This is in contrast to the original HTC One, which was announced 7 weeks before it arrived to the public. Another major folly with the HTC One (M7) was that it wasn’t launched simultaneously on all major carriers and arrived to Verizon — the U.S. Market’s largest carrier — five months after its initial launch to the public.

It’s true that HTC has handled the M8’s launch much better than it did the original HTC One.The handset also arrives at a time when many Android fans seem to be growing weary of Samsung’s refusal to make major changes in terms of aesthetics and software, which is something that HTC could certainly use to its advantage.

What do you think, does HTC have what it takes to finally become a key player in the Android world once again? Do you prefer HTC’s premium styling and their overall approach, or you do favor Samsung’s products — regardless of the company’s continued use of plastic on its flagship offerings?

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