A Chinese industry supply chain source claims that HTC is looking to reduce the prices on its upcoming lineup of Android and Windows Phone 8 powered devices. HTC has struggled to keep up with Samsung and Apple and compete directly on features, and the company believes that reducing the price point of upcoming handsets may give the company a competitive edge which could help recapture market share and increase revenue.
It’s not exactly clear if HTC will be doing anything on the hardware side to keep the cost of their phones down, but the source claims that HTC will be dropping Beats Audio technology from the mix. While HTC does own a 25 percent share of Beats Audio and has exclusive rights to use their technology in mobile devices, HTC is most likely paying a small licensing fee for every device with the technology enabled.
A more competitive HTC is something we would all like to see, as long as new devices don’t skimp on build quality and internal components. We’re not sure how much cheaper HTC phones will actually be once they arrive in stores, but consumers are always looking for the best value for their hard-earned dollar.
How much of a price cut will HTC need to offer to gain back some market share from Apple and Samsung?
Update: In an odd twist to this story, HTC has issued a statement regarding the rumor that Beats Audio support would be dropped from its upcoming lineup. While we’re greatful that HTC’s PR team has cleared the air, we’re a little baffled why they would respond so quickly to this rumor while letting others run wild.
HTC remains strongly committed to Beats Audio and including their innovation in our devices. Any rumor of HTC no longer integrating Beats Audio into our devices is categorically false.HTC