HTC celebrated its 15th anniversary in style on Wednesday with the opening of a new state-of-the-art global headquarters on the outskirts of Taipei, but the firm remains mired in legal disputes with Apple and faces a tough battle to project its brand in the ultra-competitive smartphone space. The Taiwanese handset giant cut the …
It's not Apple they should be so concerned about, it's the other Android phone makers they need to stay in front of.
Don't compare them with Apple...
I think HTC have caused themselves a number of problems
1) They have pushed themselves as a premium brand by making their products more expensive that their competitors in the Android space
2) By rushing out twelvtey new models a year, they lost focus on making a few really good products. I know many people who bought a HTC smartphone for the first time being very disappointed by either hardware or software build quality. They are unlikely to buy again.
3) Their tablet strategy (make a single 7" tablet that is more expensive than the 10" ones from the competitors) has meant that they have lost out in this space as Samsung, Asus et al corner the 'premium' Android tab market.
HTC should be where Samsung are now, and hopefully their new reduced model roll-out strategy will help them better focus on producing the models people want. Oh, and a price cut would help too.
The problem is this rent-a-patent war, where the manufacturer borrows a patent from someone else to use against its competitor.
HTC are now guilty of it as is google for leasing them a patent. The courts are getting wise to this now.