HTC is still grappling with Samsung for the high-end Android market, but while the HTC One M8 and Galaxy S5 are at one another's throats HTC is sneaking in a quick jab elsewhere: the US mid-range market.
These phones have some similarities with HTC's popular flagships, but with slightly gimped specs in exchange for more budget-friendly price tags.
And HTC says they're only the beginning, with more Desire phones launching later in 2014.
Little phones that can
The HTC Desire 610 has a 4.7-inch 540 x 960 display, 1.2GHz quad-core Snapdragon 400 chip, 8GB of storage, 1GB of RAM, microSD support, and 8- and 1.3-megapixel cameras.
A slightly higher-end handset, the Desire 816 packs a 5.5-inch 720p screen, 1.6GHz quad-core Snapdragon 400, 8GB of storage, 1.5GB of memory and 13- and 5-megapixel shutters.
Both have some signature HTC features, including HTC BoomSound, HTC's built-in image editing and effects suite, and HTC Sense 6 with BlinkFeed, though neither can match the HTC One flagship family in raw specs.
Thankfully their prices reflect that: the Desire 610 is available through AT&T for $199 - no contract required - and the Desire 816 launches through Virgin Mobile for $299 with the carrier's Beyond Talk no-contract plan on August 12.