HTC are in trouble, there's no two ways about it. Revenues are shrinking fast, the M9 hasn't been well received by either enthusiasts or the general public and while long term bets like the excellent HTC Vive offer hope, there's no guarantee they'll make a significant impact on HTC's profits in the short term. HTC's new global handset, the One A9 has started leaking - but it is really the phone to save HTC?
It looks like the A9 could be the flagship that's not a flagship. If the leaks are to be believed, it'll have a flagship price but decidedly mid-range specs - a Snapdragon 617 CPU, 2GB RAM, 16GB storage, a 1080P AMOLED screen, 13 Megapixel / 4MP cameras (with OIS on the main camera) and a fingerprint scanner on the front below THAT HTC bezel. The chassis (available in 6 colours) will be 7mm thick and typically HTC, which will lead to it being accused of copying the iPhone. Go figure. Oh and it'll all be powered by a 2150mAh battery, powering Android 6.0 Marshmallow.
Now, i'd love to be proved wrong, but this feels like a device just for the iPhone 6 set... maybe... but i'm not sure who else? Unless HTC have really found some amazing secret sauce (maybe in Marshmallow?) for battery life, it's certainly not the device for me. It's not a phone for either spec lovers or bargain hunters if it really is highly priced as rumoured. Is it just a 'fashion phone'? I don't think I get it.
I've long been of the opinion that what HTC really needs to get them back into the game is really killer devices at the mid-range pricepoint, which certainly isn't the strategy here.
What do you think? Are HTC on the right path and if not, what IS the right path?
(Colours pic via @evleaks)