Last Updated: October 26th, 2012

Even as the proud owner of an HTC One X, sometimes I find it difficult to defend the company whose handsets I really do love. The One X is a truly gorgeous piece of hardware - a unique and interesting design among a sea of relatively similar (or extremely boring) shiny plastic rectangles. It's the first Android phone design I've looked at and thought to myself, "Wow, that's really inspired." Call me a fanboy if you must, but I really do love the look of this phone. I have since I reviewed it, and I still love it now.

slide-3-zoom nexusae0_4

As such, you can guess that I love the look of the One X+. Here it is, side by side with the original One X. In fact, I like the X+ a bit more - especially with the non-contrasting camera "bump." Heck, I don't even know if a white version is necessary, I really like the dark gray (a lot better than the red-accented version).

But as you can see, external changes are almost non-existent. The SIM slot sits slightly higher up, as does the headphone jack (or this photo was taken at a slight angle), and as I noted previously, the camera bump now matches the color of the chassis of the phone. Otherwise, virtually identical in terms of exterior design. And I am totally OK with that.

The problem is that because it looks exactly the same, basically has the same name, and pretty much functions in the same way, HTC is banking on winning a specification war with this phone. For tech enthusiasts, specs are always going to be a draw, and the One X+ is rather impressive on paper. A new, souped-up version of NVIDIA's Tegra 3 quad-core processor with LTE and 64GB of internal storage in tow should be very interesting to the technically-minded.

For the Android enthusiast crowd? Probably less so. Especially with AT&T locking down the bootloader here in the US (it's a given, and in all likelihood equally a given that a workaround will be found). And in Europe, where HTC has traditionally been strong, LTE coverage remains extremely sparse - basically nonexistent. It's nice for future-proofing, but it won't draw average consumers in. Not yet, at least.

Same Recipe, New Ingredients

The big, glaring flaw in HTC's strategy here is in assuming most people were interested in the original One X in the first place. If you weren't taken with it when it came out, it's much less likely you'll give this phone a second glance. It doesn't bring anything particularly new to the table. Yes, it's faster (in two ways!), and it holds more stuff. And it looks ever so slightly different. Oh, and it runs a newer version of Android that the regular One X is getting this month, too.

But in all honesty, HTC's pulled an iPhone 3GS / 4S here. Except with far fewer improvements. The speed gains are incremental, not exponential (the US One X had LTE, aka One XL). The huge amount of storage space is nice, but is it necessary for most people? The OS update, well, that's cool and all, but again, it just isn't groundbreaking. And if people didn't go for the One X the first time around, why would they now?

htc stock

HTC (Taiwan:2498) stock price, Oct. 2011 - Oct. 2012

I'm pretty sure what happened here was, basically, panic. HTC has been losing market share and stock value like crazy over the last year. The company went from being the #1 Android OEM in the world out of the "big four" (Samsung, LG, Moto, HTC) to last. HTC now only makes up 6.3% of the smartphone market in the US, up slightly from 6.1% in May. Put simply, the One Series "reboot" Peter Chou initiated at Mobile World Congress earlier this year hasn't lived up to expectations, and HTC is clearly in something of a rut.

Despite receiving absolute rave critical reviews, the One X just hasn't taken off. I love my One X (most of the time), but I can understand that, for average consumers, HTC has fallen by the wayside in terms of relevance in the marketplace. Meanwhile, Samsung has converted scores of disgruntled HTC customers (let's face it, HTC had a rough 2011), along with much of the company's potential customer base. Samsung really has taken the market by storm, with massive ad campaigns and extravagant product unveilings that teeter on the very edge of tastefulness.

HTC has tried, on the other hand, to let "the product" do the talking. Which, hey hey, is another page out of the Apple book. Unfortunately, it seems HTC forgot the page where you invest in multi-hundred-million dollar advertising campaigns so that people can hear that product speak. I occasionally see commercials for the One X on AT&T, and they're usually pretty boring and uninformative. If you can't make the ads for your own product, you're already doing it wrong, HTC. What do you think would happen if Apple left AT&T solely in charge of advertising the iPhone? I can only imagine, and shudder at, the horrible, corny possibilities.

Maybe that strategy will change with the One X+. Maybe HTC won't let it die in AT&T's arms like it already did with the first One X, a truly great phone. This really is a second chance - the One X is a legitimate competitor to the Galaxy S III, and the One X+ even more so. They could start over and do it right.

But something tells me that HTC is just going to continue pressing on like it has the past 8 months, hoping that the One X+ will "speak for itself" to consumers, probably through AT&T. Because, once again, HTC has locked the device's namesake to AT&T as an "exclusive" release. Let me be frank about that: it's monumentally stupid. Stop kowtowing to carriers, HTC - all you're doing is limiting the impact of your brand in the US. Not to mention how you trash it when you end up having to use silly names like EVO and Incredible elsewhere, brands that you don't even own. There is no unity. People are rapidly forgetting you exist. Samsung figured it out - send the same message on all channels. Why can't you?

When the One X spoke to consumers in the US, most of them couldn't even hear it -  because the vast majority of them were on other carriers, where the HTC "brand" is extremely weak and diluted. Now you're asking those same people to listen to a product that is largely the same (and aesthetically identical), on the basis that it's marginally better. And you're screaming into the winds of the tempest that is the Galaxy S III's advertising budget.

I can't say I'm optimistic.

David Ruddock
David's phone is whatever is currently sitting on his desk. He is an avid writer, and enjoys playing devil's advocate in editorials, and reviewing the latest phones and gadgets. He also doesn't usually write such boring sentences.

  • Ian Thomas

    To be honest, I absolutely want a quad core phone but I absolutely will not buy a device that is not an international Nexus device anymore. International + Nexus = Not screwed up.

    Even Verizon and Sprint nuked the Nexus line. Its like carriers are out to destroy any device released.

    • fixxmyhead

      I think u mean GSM+ nexus= not screwed up

  • Mike

    Totally bummed they went ATT exclusive with this. I had been following the rumors, posts, leaks for the past month or so. Disappointed at the last event, expecting a one + announcment, but got a windows instead. And now finally the rumors are verified true, but it's ATT only. Why, when the predecessor is on multi carriers?

    • crankyd00d

      AFAIK the One X was also exclusive to AT&T?

      • http://www.androidpolice.com/ David Ruddock

        It was.

        • crankyd00d

          I'm really sad about this, I've been following the rumors of it being released on T-Mobile, but AT&T and HTC themselves made sure it's not going to happen.
          Now I hope that rumor about the next Nexus having an S4 Pro and 2GB of RAM is true...
          GS3 is good but Samsung antennas suck compared to HTC's and Motorola's

          • Mapekz

            Really? Granted it was a Thunderbolt but the only HTC device I've ever owned had a terrible radio relative to what else was out there compared to the original Droid and my Verzion Galaxy Nexus. The one good thing it had over the other two was a better speaker for higher quality voice (this was before Beats) but otherwise I wasn't very impressed with it.

            The new HTC devices look and feel better but I'm still not sold; it's about the user experience after all and Sense + carrier locking is a terrible combination both for consumers (less likely to get timely upgrades/long term support) and tech enthusiasts (fewer devs willing to hack and customize the device).

          • Superguy

            It must have been a horrid radio as the Verizon GNex's radio absolutely sucked. GNex's reception was the most horrid of any phone I've EVER used.

            I understand the Tbolt's wasn't great, but HTC really made up for it in the Rezound.

          • Mapekz

            Do you still have your GNex and are sure it isn't a lemon? Since VZW tweaked their 4G in NYC/NJ I have a rock solid connection almost all the time save for certain dead zones in non-commercial areas along the highways.

    • Kenny O

      I know it was a big, big stretch but I was really hoping the rumor this was coming to T-Mobile, running vanilla Android was true. I thought maybe they would brand it as another "G" device like the G1, G2, and G2X......guess I'll continue to stand by for the next Nexus in "less the 30 days"

    • Virgilio

      I feel your pain. I was going crazy waiting for the rumors to be true about it being on T-Mobile, but I was let down...

  • Zaerath

    I would have gladly picked up an HTC One X when they came out if they had released one on T-Mobile. Since they didn't, it made my options sparse, and I ended up getting a GSM Galaxy Nexus.

    That being said, I'm a long time HTC fan. I had a G1, Nexus One, and HTC Sensation. However, my Nexus One had dust under the screen, so I got a refurb (HTC's answer to warranty claims), but they did an advance return (they send me a new device and keep my credit card on file, then I send the broken device back), so I couldn't complain too much. The refurb Nexus One stopped working entirely after about 6 months.

    After that, I picked up an HTC Sensation, which I had nothing but problems with. The proximity sensor died after 3 months, and I called HTC, but they refused to do the "advanced return" on them, so I would be without a phone for "10-14" days, which I just can't do, so I went Samsung. Unfortunately for HTC, I'm very happy on this side of the fence now, having an international Nexus device. I don't know if I'll ever buy another HTC device now.

    • http://www.androidpolice.com/ David Ruddock

      I think this is where a lot of former HTC customers are. A bad product experience (which many people had with their 2011 models) can permanently taint a brand for consumers, especially if a bad customer service experience follows it. It's easy to see how Samsung has snatched up the market from them this way.

      And HTC just hasn't fought back, that's probably the biggest problem. They're kind of letting the EVO / Incredible thing play out with Sprint and Verizon being the real "face" of the products, and now they're trying to make an OEM brand home on AT&T, but locking that brand up to a single carrier is just foolish. There is so much wrong with their strategy right now.

      • crankyd00d

        It sounds like the retards want to depend on the carriers, which is so incredibly stupid

        • http://www.androidpolice.com/ David Ruddock

          Yep, outmoded business model. They're selling a super modern product in a way that's not modern at all. It'd be like Ford selling a car and then letting Chevron do the advertising, and having it only run on Chevron gas.

          • Kenny O

            That is one of the best analogies I've read.

          • Mapekz

            Seconding Kenny's sentiment.

          • ari_free

            They'll ditch you everyone for next pretty face on the block.

    • Kenny O

      I'm completely with you on this.... The Sensation was my first Android handset, I tried Sense but I hated it. I tried several ASOP based Roms on it before moving on to the Galaxy Nexus. After a week with the GNex I decided that its only Nexus devices for me here on out. My son broke my GNex last month and TMO had to send me a One S. Tried the updated sense, but even though it was better it still didn't do it for me....its actually pretty good now that I have CM10 running on it. Only way I'd willingly buy about HTC device is if it was a Nexus.

      • crankyd00d

        I love my GNex but the radio is weaker than the HTC phones I've tried for T-Mobile. It's also not the first Samsung I've had with a weaker radio than the competition (used to be on Sprint and the Epic 4G's radios were weaker than the Evo 4G's, the same happened with the next generation when I had both the Epic 4G Touch and the Evo 3D, again the radios were much better on the HTCs)
        I guess you guys are starting to see a pattern here that I really like strong radios hehe, and Samsung's just have not been doing it for me, I think they're as important if not more than all of the other specs, and with everybody depending more on cloud services good signal and faster network speeds thanks to strong radios are more important

        • Kenny O

          After using both the GNex and One S in a good TMo coverage area I'm inclined to agree with you, I get a much better signal with the One S. The GNex wasn't bad, but this is better.

  • James Jun

    The One X (IMO) is the best Android device out on the market right now. Yet why is it doing worse than Samsung? Commercials. Marketing. What does the phone actually do? Why would I want this over the SIII. Brand marketing. Huge press. That's basically it.

    Except for my fellow Android enthusiasts here and other friends of mine who've heard it from my mouth, the One X is practically nonexistent. It's there, but not really there. People go to stores and grab the SIII or the iPhone, never the One X or other phones out there. Teenagers and adults talk about the big two, the SIII and the iPhone 5. The One X isn't even out there. HTC needs to find a way to squeeze the One X into the equation, because it's an absolutely awesome phone that never was.

    • http://www.androidpolice.com/ David Ruddock

      I completely agree. HTC utterly blew it on the marketing and hype. They had such a great chance, too, they were significantly ahead of Apple and Samsung, and they just totally let the One X die on the shelf.

      • garby

        Don't forget about the One XL being held at customs for weeks following the launch due to patent claims by Apple.

    • Jon Garrett

      marketing makes all the difference. I think HTC is the only Android manufacturer who makes phones as attractive as the iPhone but Samsung makes awesome phones and I choose Samsung almost all the time.

      Samsung is successful I think because they offer so many different products., basically something for everyone. look at their tablets for example !! wow, who would not want a Samsung?

      • James Jun

        Samsung makes money off it's main Galaxy S line a.k.a. S, SII, and SIII. It's incredibly confusing for consumers when a company makes completely small and insignificant iterations of its products, and continual evolutions of devices in a short matter of months because their first batch didn't go right.

        Samsung basically screws up the first time, releases it anyhow, and releases another device that should have been the first device. Or they make devices that make no real sense.

        • Bleakvision

          You mean like the I9100G by Samsung, which pissed thousands of people off, because it was basically a fraud?

    • http://www.androidpolice.com/ Artem Russakovskii

      Samsung sure knows how to drum up the excitement for its products, but it's not entirely all marketing. Samsung absolutely kills it with innovation in software whereas HTC is just coasting along.

      The One X is great physically but boring on the software side. An S III is exciting in many ways. The Note II - even more ways. Software really gets people talking. And don't forget that Samsung's name is constantly out there due to further innovation in products - the Galaxy Camera, the phone with a projector, much better Dropbox deals, the list goes on.

      And I'll tell you another thing - Samsung does a helluva lot better job on the press relations than HTC, and that has an immense impact.

      Samsung is both mature and immature at the same time (the latter is mostly directed at the amount of borrowing they've done). HTC is more like a teenager entering puberty.

      • Barleysoda

        Yeah I don't agree on this one. I have both and I prefer sense over touchwhiz any day. Camera on HTC is better too. I really don't see a software edge on my sgIII over my HTC.

        • http://www.androidpolice.com/ Artem Russakovskii

          Guess we'll have to disagree on that one. Sense was so bad, I had to go to CM10. On my SGS II, I was fine with TouchWiz.

          But that's not even what I was talking about - it's the interesting value added software features that Samsung dominates in. The Note II blew minds here http://www.androidpolice.com/2012/09/29/samsung-shows-off-more-of-what-the-note-ii-can-do-including-its-awesome-new-mutli-window-interface-video/- HTC can't even come close to it.

        • http://twitter.com/binglut9 Brian

          What?? Samsung is most definitely pushing the software not just changing it to change it. For one example the gestures and multiscreen. HTC seems like they just want to change the ui in looks alone where as Samsung not only changes it but adds usefulness in extra software tweaks

        • iTKe2k

          i prefer using best out of all the launchers:

          i like in touchwiz: the toogles,settings and taskmanager
          i like sense: recent apps, rotary slider and ui effects
          i modified my stock touchwiz to include all of the above and run nova prime on top of it http://youtu.be/PS49UC2z1Yg

      • http://www.androidpolice.com/ David Ruddock

        I always feel like you're searching for a reason for Samsung's success when you say their software is "innovative," because it's definitely not.

        I used the GS3 for a month. Know what I found innovative? The notification power quick power controls. That's it. Everything else was useless crap. Samsung does implement some features better, but it's by no means a runaway victory. For example, their Gallery app is much better than HTC's. But their stock keyboard is much worse. And their quick controls on the lockscreen don't correspond to what you have set in the launcher. And everything is done via the menu button, which is lazy as fuck.

        HTC's widget and app addition menu is far more graceful - they utilize more of stock Android's functionality generally, too.

        Samsung's software "innovations" are toys that are best demonstrated on TV commercials, not used in real life. The Note II has some interesting stuff, but the GS3? The only thing I prefer about it is that it's less glitchy and faster than Sense. None of Samsung's S Stuff adds any real value, it's marketing smoke and mirrors. If this stuff was so great, we'd see other manufacturers scrambling to copy it, and they clearly aren't. TouchWiz's benefits are extensive testing and a devotion to smoothness, nothing more.

        • http://www.androidpolice.com/ Artem Russakovskii

          You're also a man who would be better off with a StarTek because it's simpler, and you are wired to believe with bias that everything OEMs add is useless and so are most new technologies (news flash: everything had to start somewhere to progress later).

          You are far from a power user, you barely use any apps, you are seriously conservative on the tech front (though once someone shows the usefulness of something, you're perfectly happy with it and find its usefulness), and it's in your nature to hate for the sake of hating and bitching.

          There's nothing new here, we've discussed this many times, and I'm not about to start again, especially in public (whoops, I just did, but it stops here!).

          • Owned a StarTac

            Thank you for summing every single editorial David has ever written.

            Let me tl;dr it even: "This is stupid because I think it's stupid and clearly I know what I'm talking about, because I'm on the internet."

            As for the topic at hand I will take added functionality that I can actually use, even if it is just a novelty, over the letter b stamped on the back of my phone any day. As an average consumer the HTC One X having Beats by Dre on it is really the only thing that I know of that makes it unique, and that is not a selling feature for me. I can download any number of free apps that will make my music sound nice or behave in certain ways, and if it does more than that then they did a really shitty job with their advertising.

            Aside from that, having nice hardware doesn't get you anywhere in the Android ecosystem these days, wait a month and something better is rumored. Wait 3 and something better is released. Software, as Artem said, is the only way to differentiate yourself and is the only thing that may still be interesting in a year.

          • Laurence

            Does anyone else feel a bit awkward? Like you just walked in on mom and dad having a fight?

          • http://www.androidpolice.com/ Artem Russakovskii

            Not as awkward as you'd feel walking in on them making sweet love.

          • Tomi Golob

            Eeew Artem... i literally stopped eating :( that immage doesnt help my appetite damn you

          • Bleakvision

            I agree with David. There is nothing powerful about zooming by pointing your thumps at the screen and tilting the phone. Or poking the lock screen and turning the phone on its side to launch the camera (it still flashes the home screen for a split second, which is pathetic). It's innovative I guess, but it's worse than the old method.
            Most of Samsungs additions are of this caliber. Some only duplicate functionality that is already there (S Beam vs Android Beam, soon Google Now vs S Voice). Nobody I know uses them. They make a big folder named "crap" and shove it in there.

            Then they go on with their lives and do all the power user stuff they need.

          • Steve

            @Bleakvision:disqus I call shenanigans. Just because you don't know any people that don't like the additions doesn't mean there are none. I know people who love the palm swipe to screenshot (why is beyond me, but oh well). I don't extrapolate from this that all people like it, just like you shouldn't from your experience. (Unless you work at a phone store and you get returns from people because they don't like it, I guess?)

            Anyway, my point is, different things appeal to different people. Most of us on this site are VERY technically- and Android-minded. A lot of us want pure Android and just add on to that experience on our own by customising it and using third-party apps to enhance the experience. Lots of people don't want that, or don't know how to do it. My father, while technical, is from an older generation. While he loves Android and got in on it pretty early, I had to show him swipe-to-dismiss notifications/recent apps on his new tablet when I noticed he didn't use it. That was simply because he wasn't used to it from older versions and he doesn't keep up with the details like we do.

            All of this is becoming kind of convoluted, so my point here is that some people might actually love all these additions. AllShare, Pop-up videos, Gestures, whatever they decide to think up next, it's all fine by me. I prefer some experiments and leaving behind some failures along the way, to keeping things the same and pure for the sake of customisability. 80-90% of consumers don't want a bare-bones system. Whether it's fear or lack of time/knowledge or whatever other reason that keeps them from it, it's their experience that counts for the OEMs.

            As long as manufacturers keep giving us the options and tools we currently have and expand on that a bit more with chipset documentation, hopefully), those of us who want to customise will always be able to, thanks to root and ROMs. Let's just hope it keeps on going this way, in my opinion, things will only get better.

          • ari_free

            Palm swipe to screenshot is definitely much better than the old way:

          • ari_free

            Google Now isn't much better as an assistant. Still trying to find something that can reschedule an appointment or call my 'mom'

      • Freak4Dell

        I'm not sure I agree with you there. Sure, they might get people talking, but it's not always in a good way. I have yet to hear anything good about S Voice, and nobody even mentions all the other junk they put on the SIII anymore. I will admit the multi-window thing is pretty awesome, and that's a great software addition. I'd probably never use it, since I don't like any of Samsung's stock apps (and I run custom ROMs anyway), but it's cool for the average Joe.

        I don't really see the point of the Galaxy Camera. Then again, I've never, ever felt the need to instantly upload any picture I've taken, so I guess it's not geared towards me. The projector thing was a cool idea, but did anyone actually buy that phone? Add that into the flagship instead of making it a different phone entirely, and we'll talk.

        As upset as I am with HTC, I'm even more upset with Samsung. Their cheap build quality, lackluster designs, and overall business style is just really getting on my nerves. I really don't know of any Android manufacturer that I'm actually happy with, which is pathetic. Sadly, Motorola is the top on my list, despite the crap support for updates and locked bootloaders, simply because they are making phones that I actually want to have, badly. I like the One series, but it doesn't scream "buy me" like the RAZR M does, and I'm not interested in the SGS series at all.

      • Luis Augusto Fretes Cuevas

        Innovation in software? What innovation? Aside from ripping off Siri like there was no tomorrow with S Voice, and adding a few gimmicks nobody uses (perhaps the only useful thing is that it vibrates when you pick it up if you have notifications and NFC + WiFi Direct), what have they done? Besides adding absurd noises to their awful skin?

        It's not that Sense is better, but it certainly not software what's moving Samsung.

        • http://twitter.com/namd88 Nam Dang

          Like multi-tasking on Note 2?

          • Luis Augusto Fretes Cuevas

            Well... calling innovation is a little bit too much. But it's ok. The Note 2 is a niche device and it isn't the reason why the HTC ONE X didn't sell, moreover, it's a fun thing you picked a product that was released yesterday, perhaps is because it's the only thing closed to being called innovative made by Samsung's software team.

          • ari_free

            You're right it's not the only thing but every little thing adds up. I think what really hit the One was the lack of SD and removable battery because those were key defining features of Android phones.

          • Formerly HTC

            Exactly why I went from HTC, after having an HTC phone for my previous 3 phones, to Samsung's S3. HTC chose not to include the removable memory nor battery.

        • ari_free

          S voice is still something that HTC doesn't offer.

          • Laurence

            Well, now that the One X+ has Jelly Bean I'm assuming it has the new Google Voice Actions, which is vastly superior to S Voice.

          • ari_free

            Do we have a good comparison out there? I am more interested in the local stuff, such as turning off wifi, knowing my contacts and apps, twitter/facebook updates, etc versus stuff that I can already look up on the web.

          • Luis Augusto Fretes Cuevas

            It will have Google Now soon enough. Moreover, come on, nobody, nobody, cares about S Voice, it's a just a less useful version of Siri.

          • ari_free

            Sure, eventually HTC will get Google's stuff but they have to come up with their own stuff. S voice is old news. Today everyone is talking about Samsung's multitasking and stylus support in Note 2. Nobody remembers HTC's attempts with the Flyer.

        • http://twitter.com/namd88 Nam Dang

          I never say the note/multi-tasking is the reason for HTC's failure. But no matter how you call it, an average customer will still consider it a cool and neat feature. More importantly, it's how the company boasts about their features - like Apple boasts about the tiniest little improvements that they make and call them "innovative" - I don't buy that, and you probably don't. But for most people, they do see the difference and it all goes back to their buying decision.

        • efrommel

          In the s3 are a lot of things that make me dont go away from touchwiz to get Aokp or CM10. Like the whole lot of features that the camera gives like share shot ( a extremely nice feature to make any other phone look old, you take a picture and your buddies s3 already have it instantly) another feature is the Sbean is awesome with another s3. Samsung do a really good job making people to do their marking in the streets. for example i would like my girlfriend to buy a s3 because we can sync very easy and share instantly. I have both the One xL and the att s3. but samsung doesn't let me go to my one x. even tho the One X is a amazing phone in some situations faster than the s3.

    • wewewi

      Best Android device?
      ALAS, they completely broke Android's multitask in the process;

      The damn thing just keeps killing TuneIn or Grooveshark after a couple minutes of anything else.

      Still only 1gb of ram of the upcoming OX+?
      ANd they think theyre in for a spec war?

      Are they aware of the Galaxy S3, Note2, or Optimus G?

      I cant beleive these guys!

    • Barleysoda

      The EVO LTE is the best Android phone out IMO. Its a one X with a few extras like an SD slot. People keep saying the One X is AT&T only but they forget about the EVO LTE. I have the EVO LTE and I also have a Verizon SGIII and I like my EVO better.

    • Major_Pita

      Who wants a 16GB (actually 11) phone with no expandable memory and no replaceable battery???

    • Tay

      Well on Sprint, the One X because the the EVO LTE which does not look remotely as good.

      Needless to say my family went with the S3

  • Alex

    I originally got the HTC Evo 4G (HTC became a hit)... I followed up with Evo 3D and I was shocked at the building quality (the phone started falling apart: chipped color, bezel coming off, etc...). I got the Galaxy S2 few months later.
    Again, few months ago I got the One X knowing S3 was coming out within 2 weeks (I had the 14 day return policy in mind).... Well, on the 14th day I returned it and got the S3 with no regrets. The one x looked hot, but after 10days, the red colors started chipping away exposing gray, the phone already looked really old.
    The lack of software implementation was another reason, large menu banner inside games and touching it accidentally would stop the game play.

    I wouldn't mind trying HTC again, but like this article states well, Samsung issselling and already sold me on note 2, the things the spen can do and smartstay etc.... HTC needs to convince me what makes their products so special....

  • http://twitter.com/danmcsw danmcsw

    With this HTC haven't simply dropped the ball.
    They dropped the ball last year when they introduced the Sensation XE. Now this year they are trying to do exactly the same thing that flopped last year.This year they haven't simply dropped the ball, they have dropped the ball, then, upon seeing the ball was on the ground, they have proceeded to stab it with pitchfork.

    I hope for HTC's sake the rumours about the "Nexus 5" phablet are true. If they can make a good Nexus device, it could help their sales a lot.

  • Mapekz

    "Stop kowtowing to carriers, HTC - all you're doing is limiting the impact of your brand in the US. Not to mention how you trash it when you end up having to use silly names like EVO and Incredible elsewhere, brands that you don't even own. There is no unity. People are rapidly forgetting you exist."

    When one OEM does this, the carriers get so much more bargaining power that they can force the other OEMs to do the same until they line up one by one. The Android OEMs need to join up in an alliance (separate from OHA) to combat the carriers and be able to sell a single version of their devices (save for radio differences) worldwide and unadulterated by the carriers.

  • http://www.facebook.com/rmourar Ricardo Moura Rocha

    For me the biggest showing of HTC's lack of vision on the mobile market lately was when they closed their office here in Brazil. It's one of the biggest countries in the world, with increasing financial power and really blooming mobile market, specially since we can't be tied down with contracts. Samsung is doing a killing here and selling like hot cakes and HTC, instead of bringing their brand here simply pull out saying that the market is no good. But ignoring the fact that they didn't bring one good android phone to the country... HTC is well on it's way to being the next palm... Eventually it will be bought out for patents and that's it...
    And I agree, the One X is a beautiful phone, but with a smaller battery than I'd like and no expandable storage, which for me is a mistake....

  • Matthew Fiori

    Would love to see a Nexus ++ with a faster processor/the 64GB and stock Android 4.? in a couple of weeks time. Oh, and a pogo pin dock available on the release date.....

    • ari_free

      I never expect good specs from a Nexus. I see it as a niche product for people who really love Google.

  • Freak4Dell

    HTC completely dropped the ball. Actually, I guess they technically keep picking up extra balls, which ends up making them lose the game. What happened to fewer phones? There was absolutely no need for this device. Other than hardcore geeks who have to have the latest and greatest, this phone isn't going to appeal to anyone. The One X was released in May, just over 4 months ago. Even Samsung, who releases a new product every 3rd day of the week, knows not to refresh their flagship product so soon.

    I thought HTC finally had gotten it right when they released the One X, One S, and One V. Sure, they screwed that up by not releasing them on all carriers, but I thought they were at least headed in the right direction. Then they did the Evo LTE, and I knew I spoke too soon. Now with this, I know I was completely wrong, and HTC isn't even close to getting it right. Until they learn that the best chance for a company in their position to rise to the top is to focus on a few, undeniably rock solid products, HTC will continue to be beaten out by Samsung. Samsung can afford to throw everything and anything at the wall and see what sticks. They have money like that. HTC doesn't. Even if they did have money, it would still be a stupid strategy. The richest company in the world gets by just fine by making a few quality products.

    • ari_free

      When they first announced the One, first thought I had was "finally, focus from HTC!"
      Instead, we ended with quite a few "Ones."

  • ari_free

    Exclusives means it is harder to pump out the latest updates because you have too many phones chasing too few customers.

  • LewisSD

    The real problem with HTC is that it isn't releasing its phones across all carriers. I would actually consider a One X+ if it was on Verizon.

  • fixxmyhead

    I'm gonna come out and say it just buy high-end Samsung. U know the majority of u will

    • http://www.androidpolice.com/ Artem Russakovskii

      Just wait for the next Nexus. That's the smart thing to do.

      • Sootie

        But when and what will it be?!

        • http://www.androidpolice.com/ Artem Russakovskii

          Wait till the end of October, or worst case scenario end of November.

      • ari_free

        He said 'high-end' :/

  • http://twitter.com/ToysSamurai Toys Samurai

    It's a chicken-n-egg question. Unless you are Apple, fighting to use your own device's name in the US proves to be a luxury that only Samsung can afford to do -- Samsung probably manages to do that by telling Verizon, you either call it as Galaxy S3, or we won't sell it to you, but we will advertise the hell out of it for the other carriers. HTC may not have the market share to say that here any more.

    • http://www.androidpolice.com/ David Ruddock

      Not really. In reality, it has to do with money. Verizon will probably certify any vanilla phone, but they won't pay for any of the advertising, testing, etc, and won't get their employees to push it in retail stores. That's the double-edged blade. HTC doesn't want to pay for ads, or risk its products getting put in a dark corner. But they need to - they have to pony up and be proud of that brand, otherwise they're doomed to be a second-rate manufacturer.

      • ari_free

        HTC needs to come up with the 'one thing' nobody else has that will sell itself. Unfortunately for HTC that 'one thing' (actually, more than 1) may be the Samsung Note 2.

  • Isidhu

    That an no support for the developer community. I just hate the plastic phones (samsung and others). Having bought the original evo 4g I really liked the build quality and the premium feel but wont be buying anything else than a nexus from google. I hope htc has something in the line up or they are gonna loose even more market share.

  • http://www.facebook.com/jaymie.mason Jaymie Mason

    I was given an htc one S as a warranty replacement to my sensation.. I still had the galaxy s 4g on my 2nd line.. Something about every htc phone ive had (mytouch 4g, evo, sensation 4g) one good drop and that screen is shattered.... I could throw my galaxy s 4g across the room and it didnt break.. Even dropped my galaxy s2 on the pavement 1 day after i got it.. nicked up the plastic body but no issue with tbe screen... Im thinking that the metal in the htc phones gave it extra weight, making the impact harder than it would b for a samsung phone that fell the same distance...

    • Adam Lewis

      Hmm, I dropped my HTC Vision (G2) over 50 times and never broke the screen. It was mostly getting out of the car with it in my lap which means hitting asphalt.

  • r6nz

    HTC needs to have the ONE series on at least the big 4 U.S. carriers to compete with samsung. They need to look the same so everyone knows it's HTC's latest and greatest and so accessories are easy to find. This method has made the Galaxy S3 a huge hit when just a year ago the Galaxy S2 was relatively unknown in the states with all it's different variations (stratosphere, Epic 4G Touch etc..)

  • Fifth313ment

    If they don't get Jelly Bean out before the SGS3 in the US I'll be purchasing a Samsung phone next time. I love HTC but they have let me down in the past two years. And if they hold onto the Jelly Bean update in order to push some users to the X+ I'll be actively campaigning against them, however I don't think that will happen. My biggest quips are shoddy update schedules, non-removable small batteries, crappy antenna performance and no SD support (exempt on my EVO LTE). They seem to be preferring form over usage factor and not listening to their customers!

  • http://twitter.com/binglut9 Brian

    I wanted the one x but Verizon always gets the stupid incredible line with crap hardware and specs. If this was on all carriers I bet it would of done a lot better. In order to play this game you have to launch on all networks. The world gets one x! What for us Verizon owners get? the HTC rezound? Droid incredible 2 which neither resemble this beautiful hardware

  • faceless128

    know where they dropped the ball? RAM

    • Bob Allen

      Yeah - 16GB is just not enough anymore. I love my Nexus 7 and never would have rooted it if I didn't need Stickmount so I could have my music at hand. My office doesn't have public WiFi and if I want to play something not on the radio (most of my collection) I need the space. Same with movies or TV when I travel!

  • Nigel Wong

    I have to say the One X+ is what HTC should have come up with in April.

    Now they are just playing catch up.

    Nevertheless I will try to get this as I really want the tegra 3 phone with LTE.

    What they could have done is do some crazy colors as Nokia is doing... They really need to do something bold as they are fighting not against just apple but also samsung.

    If they don't step up their game we might be looking at the last great phone from HTC here...

    very sad... it is such a pretty phone

    • ari_free

      No. Anything but those Nokia colors!
      I would like a stainless steel phone with no glass back, please. Like http://lumigon.com/ but with real specs.

  • Lou

    The fact alone that they decided to stick to their "exclusive" plan with AT&T rather than let T-Mo have a taste is frustrating enough to just give up on HTC.

    Do not get me wrong, I love HTC, I had a G2, a G1, and a Shadow (pre-android phone) but the last phone HTC offered to T-Mobile that was a flagship phone was the Pyramid. (Sensation)

    Not only that but my G2's screen just died a few days ago (this is the second time this has happened and I had to get a different G2 a year ago) and I am approaching my upgrade point. I have to now wait until a good enough phone comes to T-Mobile because I do not have much care for their GSIII (Same LTE model as everyone else, but at the highest on contract price?!) And with the X+ of course a dream never to happen on our end I have only one hope left that the Optimus G comes to T-Mobile. That is a phone worth having for 2+ years, even if it comes with no stock, and their bad rep with the G2x, its the only phone I can see now that looks attractive and possible to hit our end.


    • ari_free

      I'm not begging and screaming for anything by LG but it is important to have more choices. Also, AT&T is not where android fans hang out.

  • poseidon5213

    This is why HTC is dying off why would u have the one x on the one carrier where and android is yet to overtake the iPhone as the bestseller during a quarter dumb HTC you fail

  • diegocapassi
  • Andy

    I own a European Galaxy S3, i moved from a Galaxy S1 because it was a good phone. ive had the GS3 for 1 month and the screen is already covered in scratches, right on the middle where i assume my finger makes most contact. I use it the same as i used my S1 for 2 years and there are less scratches on the S1. I keep thinking back to the youtube vid showing the HTC one x hitting the nail into the wood and thinking hmm why is my S3 so very very weak?? Seriously considering HTC next time. Most phones of that power are 2 year contracts and a what, im expected to reduce input quality with a screen protector just so it lasts? Bad move Samsung, i dare say lots will be put off by that low quality move. PS hate the new comment system here

    • HellG

      if you talked about the exterior i would have believed you, but FYI both uses the same glass from Corning (AKA gorilla glass) it wouldn't have mattered if it was a One X or even an iFail 5, they both use the same glass front :)

  • Luis Augusto Fretes Cuevas

    The HTC ONE X is by far the best designed phone in the market. It didn't need a new design, it needs a new way to approach to consumers and a new skin, their hardware isn't the issue.

  • Bleakvision

    I don't see them falling behind technologically. Also it can't be the many different models, because Samsung is also still creating quite few different phones.

    Could it really be the lack of a rabid fanboy army (and following that a lack of word of mouth promotion) that is hurting them?

    • Bleakvision

      Okay, there are some very good arguments below, especially the awful carrier customizations turn a lot of people off in the US.

      But I stil believe that a lack of word of mouth is mostly what is killing HTC. Last year I got seven people to buy a Galaxy Nexus or a SII. That was easy, because the Sensation and it's variants were nasty, ugly pieces of garbage.

      This year I feel the same about the Galaxy S3. That back. I can't get over the shiny back and the enormous size of this thing. This year I recommended two HTC One S's and both people hate it. It gets scuffed like crazy o_O

      • ari_free

        Scuffed like crazy. The One S was made out of aluminum and that may be why they don't use it anymore. iPhone 5 users will learn the hard way

    • ari_free

      "xda developers" is actually named after an HTC line of phones from the winMo days. HTC lost their core supporters after gimping their phones too much.

  • DeePo

    They should have done a One S+ instead, there are more features to be improved, NFC, a better display, larger battery (always increase battery juice!) More RAM, more storage ...

  • Sam

    I own an S3 and have used a friends One X pretty extensively and while I prefer the hardware, build and style of the One X I would still choose the S3 every time.
    The lack of expandable storage, smaller battery coupled with the tegras higher active power draw, and the inability to mod the phone without voiding the warranty are what killed it for me.
    Advertising never came into it, HTC just made some poor design choices from my point of view.

  • ShaneP

    The problem as I see it is that people are bored with the same old Sense UI. I used to swear by HTC and I HAD a OneX. After a while the Sense UI became stale and boring. For the first time ever I opted to go with a GS3. The change to a different UI was so refreshing. I absolutely love it. The message is simple "forget about the hardware because no matter what you do, the competition will always match or beat it. Everyone interacts with their devices via UI, so give people something different and interesting to play with. People get bored, it's human nature and people are bored with the same old user experience phone after phone from HTC".

  • http://twitter.com/jeux999 Daner Doodle

    Who else believes that if they stuck with AOSP they'd be fine?

  • Bob Allen

    I, for one, only held back one getting the US version of the One X because it had only 16 GB of memory on board. I love to carry my music with me and and that just wasn't enough space. With the X+, I'm ready to fork over full price and sell off my SGS3 once this finally comes out. I've always loved HTC phones (you can call me a fanboy too) and my dream is finally here! The only thing better would be a Nexus version, but I'm not going to dream too much. ;-)

  • Dave

    Unfortunately, HTC doesn't appear to have as much clout or leverage to unify their product brand across all carriers like Samsung has. They should've, from the very beginning of the Android explosion, kept to one brand name and advertise the heck of it. Samsung was mildly successful at doing this since the first Galaxy S (although some models were branded differently in the US, they still held the Galaxy moniker).

    They might still be able to pull it off, but it seems as though with their WP8 strategy, they are banking on another ecosystem to pull them out of the rut.

  • http://www.facebook.com/people/Renato-Paredes-Araújo/100001566038797 Renato Paredes Araújo

    I was talking about HTC and it´s flaws with a friend yesterday. The
    biggest problem in HTC strategy for me is the marketing. There is no marketing
    at all. The iphone doesn´t need marketing, the press does that job every time
    they introduce a new one. Samsung invests millions in advertising even in my country
    Portugal. I see commercials in the TV, in the bus stops, everywhere. HTC does
    not have a single commercial.

    I went to a store called Media Markt, I don´t know if you know it, with
    a friend. One X and SIII side by side. My friend didn´t even notice the
    presence of One X. How is it possible? It´s as good as SIII and is the single
    best looking phone in the market. Something is really wrong in the HTC marketing

  • http://www.jmayo.net/ Jonathan Mayo

    I really, really, want to want to buy this phone... BUT I won't. The only reason I won't buy it is the lack of an SD Card slot, why HTC why?!

    The HTC is better built and is a better phone than the Samsung however I won't buy a phone without a Micro SD card slot. This is the sole reason the SIII wins the OneX vs SIII battle for me.

    Please HTC add a Micro SD slot to your phone and take my money!

  • Major_Pita

    ATT totally screwed the pooch with the OneX. Making their version 16 GB instead of 32, then eliminating unlimited data? When you consider that out of that 16 GB of storage only about 11 GB was really available to the user?? This was a device that was heralded as the ultimate multi-media device. Why not just set fire to the One X and then chop it up with an axe?
    What then allowed Samsung's GS3 to eat HTC's lunch was not the .15" bigger screen or Touch-Wiz or even the extra Gigabyte of OS memory. It was the replaceable battery and an SD card slot-one capable of using up to a 64GB card! Funny, while others are eliminating expandable memory, Samsung keeps it and doubles the capacity (Hello HTC and Google Nexus?).So, here we are again. The One X+. Still no SD card slot, no replaceable battery AND HTC is doing an exclusive with ATT? They just slipped the noose over their heads. Now all that remains is for HTC to take that last step off the ledge.Unbelievable.

  • Superguy

    I've generally liked HTC phones a lot. My last one was a Rezound on Verizon before I moved over to AT&T.

    I loved the Rezound's reception. It was a truly solid all around device. My girlfriend's now using it as I didn't want to sell it. I'd love to own another HTC phone again.

    However, HTC has to get its head out of its behind.

    At least for enthusiasts like me, the locked bootloader is a deal breaker. We waited for a few months for the Rezound to finally be unlocked, and later, completely broken open. With Samsung phones, they're easy to work with right out of the box. A couple minutes, you're rooted and can be rocking a custom rom. It took a few months for HTC to offer an unlock, and even then it came with a price of telling HTC you were going to void your warranty.

    So now, the choice is: take a Sammy phone even if the build quality is poorer and reception isn't as good due to its openness, or wait for HTC to unlock it 2-3 months after shipping, and deal with that headache for a better quality phone? Patience doesn't seem to be a virtue most have these days, so it's not hard to see which way people will go.

  • http://twitter.com/EWizzle78 Ewizzle

    I think you are a little off base here... The major improvements of Jelly Bean, Tegra 3, and bigger battery seal the deal for me. All the things I wasn't excited about on the One X and took a pass on, they have filled in the gaps. I didn't pull the trigger on the One X, but I probably will on the OneX+ - the design is great, why would they change it? maybe a new color would have been good, but other than that?

  • http://twitter.com/andrewpenner78 Andrew P.

    here in Canada, I bought a Galaxy Nexus in early April. While I love my phone very much, I was very bothered that about 8 weeks after I bought it my carrier (Rogers) brought in both the Galaxy S III and the HTC OneX. I very likely would have gone with the HTC OneX (and if I had a chance to buy one cash/off contract I'd definately look at the OneX+)

    Random thought... so is it known as the 1X+ in the forums?

  • Marcio

    I had no idea the One X was that good. I mean the camera to me is the best camera by far on the market and the screen is unbelievable I seriously thought it was better than Apples retina when I held in my hand. The problem of Android phones for me has been there is no phone out there that matches best hardware and software (latest from Google). I think the HTC One X+ is that phone and yes I am getting one. Question is will AT&T have it in white three months after release? hahrhrhrhrh

  • Chris Cassil

    Ive had a 3Gs and my contract expired. I waited to see what the new iPhone 5 would bring. I really wanted to see a larger screen because I am really quite crosseyed from years of the 3Gs interface. Granted the OS is super smooth and my house is wired for apple but Samsung really came out with a strong Note II this year, Ive been wanting the HTC One X+ but HTC cant seem to release it to compete with the release date of the Note. Thats a fail I think because they are losing at least one potential owner. Hello Note II! Sorry Apple smalls, you're killing me!