It's that time of year again. The iPhone 5 is almost 6 months old, and if Apple stays to pattern, we won't see an iPhone 5s -- or whatever they call it -- for several more months to come. So it's absolutely the perfect time for competitors to start counter-programming. BlackBerry has already announced the BlackBerry Z10, though it won't be shipping in the US until next month. So now, HTC, who pretty much invented the counter-programming strategy with the original Google Nexus One back 2010, is hoping to work some of that magic again with the HTC One. And they're hoping to start working it today. Here it is on paper:
Those specs are probably going to be a big part of their story, as HTC has a long history of making phone hardware so bleeding edge is borders on porn. While HTC has always made great products -- I loved everything from my Palm Treo Pro to my Nexus One -- they've struggled in recent years to find mindshare in the face of not only Apple and the iPhone, but Samsung and their Galaxy S lineup as well. I much preferred last year's HTC One X to Samsung's Galaxy S3, yet consumers voting with their wallets gave almost all the money to Samsung. Yes, the battle between Android manufacturers is at least, if not more urgent than the battle between iOS and Android. HTC is going to need to grab attention back from Samsung before they even begin to worry about Apple (and Samsung is rumored to have a Galaxy S4 on the horizon as well...)
I love gadgets, so I love this time of year. Great companies making great teach, raising every bar they can in a battle for our attention and our money is the best kind of market to be in. It's much, much better when they're fighting over us than when we're fighting over them.
Apple isn't going to make their next big move until later in the year. For now, we get to see what the competition has up their sleeves for 2013. That starts today, and it starts with HTC.