HTC has made plenty of accessories in the past, but it has never really been an “accessory maker.” Similarly, the Taiwan-based smartphone maker has a long and storied history of building terrific software experiences, but it has never been a “software company.” Now, things are changing.
On the heels of the release of its most beautiful and capable smartphone in the company’s history, HTC reported second-quarter revenue that continued to decline. The company’s high-end Desire phones have also been selling well, but HTC’s return to profitability is thanks largely to its cost-cutting efforts over the past few quarters.
Something has to change.
HTC continues to focus mainly on refining its smartphone lineup, but phones will no longer be the only business that matters at HTC. The company is now starting to dabble outside of phones, and is working on some unique apps — including its first stand-alone iOS app, Zoe, which will launch this fall after the Android version exits beta on Wednesday.
On the hardware side of things, the new RE is HTC’s first attempt at a truly unique and useful accessory that will draw new eyes to the HTC brand.
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