HTC One series

While critically acclaimed, the 2012 One series had not received much consumer attention and sales were disappointing. For one, HTC has been outspent on marketing by Samsung and Apple, as HTC instead had relied heavily on carriers to promote its products.[1] Also, while HTC made many carrier-specific devices, Samsung and Apple were able to concentrate their resources on single flagship handsets such as the Samsung Galaxy S III and iPhone 4S to attract the attention of the consumers. Lastly, while HTC handsets were seen as better quality than Samsung's plastic devices, Samsung was able to successfully distinguish itself from other Android manufacturers with manufacturer-specific software tweaks (as well as marketing to promote its brand) while HTC could not.[2]

The "One" devices released in 2012 consist of the following, with devices in similar price segments usually sold by different carriers:

• HTC One V, a low-end smartphone
• HTC One S, a mid-range smartphone
  • The Japanese variant, HTC J, many of the same specifications as the One S, but has a larger battery and runs on WiMAX
• HTC One X, a high-end smartphone
  • An LTE variant of the HTC One X with the same name is sold in North America, with a 1.5 GHz dual-core Qualcomm Snapdragon S4 MSM8960 processor instead of the quad core Nvidia Tegra
  • HTC One X+ a refresh of the One X which has a faster clocked Tegra 3 processor, larger battery and more memory than the HTC One X
  • HTC Evo 4G LTE, a North American variant similar to the LTE One X, but with added features including a MicroSD slot and kickstand, exclusive to Sprint Nextel

The 2013 One series was reduced to focus on only three versions of one main design. Three devices had been announced as of October 2013: the HTC One (M7) in February 2013, the One Mini in July 2013, and the One Max in October 2013. Following the previous year's setbacks, the HTC One was critically acclaimed for its design, and was commercially successful.

• HTC One (M7), the HTC One X's successor. It won the "Best New Mobile Handset, Device or Tablet" at Mobile World Congress 2013[3]
• HTC One Mini, the smaller variant of the HTC One with a 4.3" screen
• HTC One Max, the larger variant of the HTC One with a 5.9" screen and a fingerprint scanner
• HTC Butterfly S, successor to the original Butterfly with a 3200 mAh battery

• HTC One (M8), the successor to the 2013 HTC One (M7). There are two versions of this device: one running Android 4.4.2 KitKat and another running Windows Phone 8.1.
• HTC One Mini 2, the HTC One Mini's successor
• HTC One (E8), a lower-cost variant of the One (M8) with similar specs but a polycarbonate body and a single 13-megapixel camera
• HTC Butterfly 2, is a variant of the One (M8) with similar specs encased in a polycarbonate body. It is water resistant, and has a dual rear camera (13-megapixel main camera and 2-megapixel secondary camera)

• HTC One M9, the 2014 HTC One (M8)'s successor.
• HTC One M9+, an upscaled version of the HTC One M9
• HTC One M9+ Supreme Camera Edition, a phone similar to the HTC One M9+ but with a better camera
• HTC One ME
• HTC One E9
• HTC One E9+
• HTC One M8s, a mid-range smartphone that is similar to the HTC One M8[4][5][6]
• HTC One M9s, a variant of the HTC One M9 with a weaker processor, less internal storage, less RAM, and a weaker rear camera.
• HTC One A9, launched on October 20. The One A9 is the first non-Nexus device launched with Android 6.0 Marshmallow.

• HTC One A9s, the successor to the One A9 from 2015, was unveiled on 1 September 2016.[7]
• HTC 10