HTC to take a leaf out of Apple's smartphone approach

Lack of choice doesn't seem to be affecting the iPhone's sales. Is that why HTC's concentrating on a small number of smartphones for 2012?

HTC is slashing its product range in the UK and will concentrate on a small number of hero smartphones in 2012 instead. The move has echoes of Apple's smartphone and tablet policy – offering few products, but maintaining high quality. It certainly doesn't seem to have done Apple sales any harm.

"We ended 2011 with far more products than we started out with," HTC UK chief Phil Roberson told trade title Mobile. "We tried to do too much."

With that in mind, HTC's going to avoid flooding the market in 2012 and pare back its product line to a few key models – likely to include the quad-core HTC Edge and the HTC Primo.

HTC also showed off its Windows Phone 7 4G powerhouse the Titan II at CES, though with 4G still yet to make its mark in the UK – despite early rumblings from Orange and T-Mobile – we don't expect to see the giant smartphone making its way over here any time soon.

The Taiwanese manufacturer won't abandon tablets entirely, according to Roberson. HTC is prepping an Android 4.0 Ice Cream Sandwich tablet for release this year, something we hope to see at next month's Mobile World Congress.

What do you think of HTC's plans – will clearing the shelves of the glut of similarly-specced smarties reduce consumer choice or give us a better selection of core devices?

You may also like

iPhone 5 with 4in screen coming this summer?

LG Prada Phone 3.0 hits Phones 4u on Friday 27th January

Pure Music goes live with free one-month trial