Just ahead of Mobile World Congress in March, HTC unveiled its global flagship for 2015, the One M9. When we got our first opportunity to try it out at MWC, it certainly made a positive first impression - but after spending some more time with the device for our full review, it didn't quite meet our expectations for a new-generation range-topper.
Indeed, many reviewers and consumers agree that the M9 is simply too similar to its predecessor, the One M8. According to The Taipei Times, HTC's chairperson and new CEO, Cher Wang, implicitly acknowledged this, as she apologized for the company's continued weak performance at its annual general meeting.
Wang promised that HTC's next flagship will make 'significant improvements' in both design and innovation, which suggests that the One M9's successor will be a considerably different beast to the current model.
She also said that the company will be making changes to its smartphone product mix, adding: "I am upbeat about HTC's outlook. We aim to focus on developing the right products." Improvements to its marketing strategy and a review of its production efficiencies are also part of the firm's efforts to boost its financial performance, after its recent struggles saw its share price fall to a 12-year low.
But Wang also said that HTC plans to launch a new "hero product" in October, although she didn't disclose any further details about what that product might be.
However, it's worth noting that one obvious suggestion is a replacement for the One M8 for Windows. In April, HTC's chief financial officer said that the company was "working closely" with Microsoft on a new Windows 10 phone, promising that it would share more information about the device by early next quarter.
We already know that Windows 10 Mobile will arrive some time after the OS launches for PCs and tablets at the end of July, and given that other manufacturers have already begun to announce their first Windows 10 devices, it's possible that HTC plans to unveil the device in Q3 ahead of a potential launch later in the year.
Still, whether or not that handset would match the description of a 'hero product' remains to be seen, and this is really just speculation based upon what little we know so far. But one thing remains clear: from greater efficiency and the promise of more innovation, to a new wave of more desirable products, HTC seems determined to turn its fortunes around.