HTC Loses $62 Million To Start The Year, Pins Hopes On HTC One M8
That's not the kind of start to the year HTC was looking for, though if there's a silver lining, it's that these numbers represent sales prior to the launch of the refreshed One M8 handset. HTC has a new flagship device, and like its predecessor, the One M8 sports some impressive specs. Will it be enough to turn things around?
Probably not. HTC's problem isn't necessarily its hardware -- it's HTC's ability to sell consumers on its flagship phone. Samsung and Apple are both much more aggressive when it comes to marketing, a fact that's reflected in the dollars spent on advertising.
According to CNET, Samsung splashed $363 million into marketing its devices in the U.S. last year, while Apple was close behind by spending $350.9 million. In stark contrast to both, HTC spent just $75.8 million. As the old adage goes, you have to spend money to make money, and out of the three companies, HTC is spending comparatively little.