HTC has revealed its plans to focus on the mid- and high-end mobile markets after its CEO confirmed the company wasn't going to pursue low end handsets.
Speaking to the Wall Street Journal, HTC CEO Peter Chou explained that the Taiwanese manufacturer favours the more premium end of the market, with the budget end likely to damage its brand.
Chou said: "We insist on using better materials to make better products that offer premium experience. Many consumers like that."
"Don't want to destroy our brand"
Chou confirmed that HTC will not look to produce "cheap, cheap phones", as he believes at the lower price point the firm will be unable to produce quality handsets – "we won't have good products".
When questioned on HTC's decision to shift its focus away from cheap phones, and thus the bustling budget market, Chou said: "we think our strategy is successful."
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John joined TechRadar over a decade ago as Staff Writer for Phones, and over the years has built up a vast knowledge of the tech industry. He's interviewed CEOs from some of the world's biggest tech firms, visited their HQs and has appeared on live TV and radio, including Sky News, BBC News, BBC World News, Al Jazeera, LBC and BBC Radio 4. Originally specializing in phones, tablets and wearables, John is now TechRadar's resident automotive expert, reviewing the latest and greatest EVs and PHEVs on the market. John also looks after the day-to-day running of the site.