The rumors continue to fly about the HTC M7, which we expect will be announced before too long. The latest tidbit comes from the usually-reliable @evleaks. According to the ever-mysterious entity, the company's newest flagship will simply be called 'HTC One.' Nice and clean, just the way we like it.

This would diverge from HTC's previous naming scheme of having its most "high-end" phones bear the One moniker. Though, since the One V was actually a pretty mid-range phone (very nice for mid-range, but mid-range nonetheless), it wouldn't be a surprise if the company would like to get its brand back under control. Calling the new model simply "HTC One" is a fine way to distinguish it from the rest of the pack. In fact, that's even the kind of name the company could keep, revision after revision. Makes a heck of a lot more sense than a line of phones with the same name and wildly different price points, that's for sure.

Here's hoping anyway.

Source: @evleaks

Eric Ravenscraft
Eric is a snarky technophile with a taste for the unusual. When he's not obsessing about Android, you can usually find him obsessing about movies, psychology, or the perfect energy drink. Eric weaves his own special blend of snark, satire, and comedy into all his articles.

  • Samvith V Rao

    What will the next phone in the series be called ? 'HTC Two' or 'HTC One Two' ? :P

  • TylerChappell

    No HTC. Stahp. Wut r u doing?

    • HellG

      HTC : *grabs finger from nose* Do i bad name phone?!

  • aNYthing6

    Successor: HTC One Two?

    • PINJ

      No HTC TWO, Obviously.

      • ltredbeard

        Even that would get confusing...HTC One Five or is it the HTC One V

        • http://twitter.com/IamPeePay Tomáš Petrík

          As PINJ suggested, there would be no "One". So just HTC Five.

    • DynaTac_8000X_Strikes_Back

      simply: HTC.
      BTW all their phones are just "clean and simple" HTCs and now. lol

  • PCSievers

    I never really understood why there were three different HTC One phones at launch and this will be the fifth One by my count which can be identified as different because it doesnt have a letter.

    Good job HTC,that will be easy to market :sarcastic_rolleyes:

  • http://twitter.com/r2DoesInc r2DoesInc

    Which sounds like a higher end device though? HTC One or HTC One X+? She Ye brought up that very good point. Very misleading to "noob" phone buyers.

    • http://www.androidpolice.com/author/eric-ravenscraft/ Eric Ravenscraft

      Agreed that throwing it into the mix now would suck. I just hope that HTC stops with the letters altogether. It would take a period of time for the old phones to die off, but if we only ever have one One phone (imagine that?!) in the future, then it would make things much easier.

      Hopefully. Or HTC could keep screwing with the brand and throwing letters here and there and every which way and ruin it like they all seem to.

  • http://twitter.com/IamPeePay Tomáš Petrík

    Eh, actually it will make things even more complicated.
    Somebody tells you they have an HTC One. Did they mean it, or did they just forget to add the X/X+/S/V/SV ?

    • http://www.androidpolice.com/author/eric-ravenscraft/ Eric Ravenscraft

      It might make it more complicated for a bit, until the old phones die off, but if HTC stopped applying the brand to half their lineup and instead reserved the One name for only the best handsets (similarly to how Sprint names its Evo lineup...though they haven't been perfect with that, either), then it could stick as a name.

      In the short term, there's literally nothing they can do with the One brand that would make sense of the madness and not be confusing in some way, but there's at least a chance to change here.

      • marcusmaximus04

        ... at least until Sprint decides to name it the "Sprint HTC EVO ONE LTE 4G"

        • http://twitter.com/WillieFDiazSF William Diaz

          Like the Samsung Galaxy S II had to be complicatedly renamed Samsung Galaxy S II Epic 4G Touch. I mean, really? Why not call it Samsung Galaxy S II 4G, or Samsung Epic II. The EVO line only got confusing when it came to HTC EVO 4G LTE ( they should have named it HTC EVO II)

      • Daniel

        They set out to fix their branding with the One brand, and then royally messed it up. I'm not sure why anyone would have any faith in them not to totally mess it up again. Whoever does their marketing should be fired and rehired again just to fire a second time.

        • http://www.androidpolice.com/author/eric-ravenscraft/ Eric Ravenscraft

          Well, for what it's worth, you may actually be right. Not only did HTC's CEO say they suck at marketing (http://news.cnet.com/8301-1035_3-57562018-94/htc-blame-our-troubles-on-lack-of-marketing/) but there were rumors a couple months ago that the guy who runs the company's marketing would be canned right about now (http://www.pocketables.com/2012/11/htc-gets-new-marketing-exec-in-hopes-of-turning-itself-around.html).

          The latter is a rumor, of course, and who knows if anything became of it, but at the very least, HTC does know it has a problem.

          • btod

            the second link takes me to a "page not found" page...

            But if they got rid of their marketing exec its about freaking time. He/she did horribly and htc suffered majorly because of it. HTC had the potential to be what Samsung is today. They had the first nexus, the incredible, desire, and evo were blockbuster phones in their day, they had good public opinion, etc. Then they started to think that if they build it, people will come without marketing.

  • PINJ

    They Should Have Called It HTC X, Then HTC ONE X, Then HTC TWO X, Then HTC THREE X And So On...

    • etche

      And with the THREE X, they could just call it the HTC XXX and pack it with a youporn dedicated button.

      • Scott


  • IncCo

    Another horrible deciscion from htc

  • http://twitter.com/WillieFDiazSF William Diaz

    It actually does NOT distinguish it from the rest of the pack, you have HTC One X, HTC One X+, HTC One S, HTC One V, HTC One SV or VS or some other crap name... How does HTC One differentiate it from any other device again? They should just name it what it is, M7, but then maybe BMW had a copyright hand in that.

  • bo joe

    A sign that they're not reliable.

    something wrong with htc internal recently. their inconsistent naming reflect that.

  • bazker

    Meh... if htc wouldnot stop next seria name would be Samsung Galaxy S V

  • George

    Samsung have done the same thing with their galaxy brand. There's like 100 galaxy phones but only one S series, just like there is more than one One phone. HTC just need to stick with a name for their flagship every year.
    Also does anybody remember that HTC One was what the CEO was chanting in that video..?

  • http://www.facebook.com/profile.php?id=1002797290 Dorian Snyder

    One to rule them all.

  • Larizard

    Clearly, this is a decision they made to improve their brand's marketing, seeing as the 'problem' is with their marketing. /s

  • troph

    Sure, maybe the name is "nice and clean", but it does make it impossible to google...

    • RajivSK

      Best point yet

  • Guest

    Honestly I think the Evo brand in America is more iconic. Does sprint own the name? Every one remembers the Evo and along with the DROID brand, put android up high for all to take notice.

    • Freak4Dell

      Yeah, Evo is a Sprint thing. No other carrier has an Evo, regardless of them having similar phones.

      • GazaIan

        Virgin Mobile has the HTC EVO V 4G.

        • Freak4Dell

          Virgin Mobile is a wholly owned subsidiary of Sprint.

      • c3vzn

        No it isn't. We got the Evo 3D in Australia for Optus.

        • Freak4Dell

          Well, I'll be damned. I guess it's like Motorola's thing where they don't do RAZRs for anybody in the US other than Verizon, but they put them out internationally.

  • Freak4Dell

    "In fact, that's even the kind of name the company could keep, revision after revision."

    Yeah, except this is an Android manufacturer, so the next revision will undoubtedly be HTC One Plus Premium Awesome. Of course, we can't forget about the Sprint edition, the HTC One Plus Premium Awesome Evo 7G REALLY LONG TERM EVOLUTION EVO LTE.

    HTC has already diluted the One brand, just like Samsung has diluted the Galaxy brand. Neither of those brands mean a damn thing anymore, other than just being another word attached to the the manufacturer name.

  • Al Capwn

    HTC need to put their foot down with the carriers and have a single named phone across them all, like iPhone and Galaxy S3. I don't think it's so much of a problem here in the UK, but some of the names I see from US carriers makes me cringe (I'm looking at you Sprint)

  • subramanianv

    Why does it have to be 'One'? Can't they get more creative?

  • Cuvis

    They needn't bother. They already shot themselves in the foot on the whole "One" thing. Only a year since its introduction, and we already have the One X, S, V, X+, VX, XL... And this was the line that was suppised to simplify things.