Earlier this year, it sounded like HTC’s strategy for success was to focus more on quality than quantity, concentrating its efforts on a limited number of really well-thought-out smartphones. As we recently discussed, though, even with standout models like the One X, HTC hasn’t been doing so well lately, not pulling in the sales figures it might have hoped for. In an effort to drum-up interest in its smartphone lineup, the company is now supposedly planning to make some sweeping across-the-board price cuts.
Reportedly, HTC is looking to slash prices on both Android and Windows Phone handsets, lowering them for existing models and introducing upcoming devices with similarly discounted price tags. One way it might be able to help reduce costs is by scaling back even farther on the level of Beats integration. Instead of just axing bundled Beats headphones, as it’s already started, we could see Beats dropped entirely from the majority of HTC products; maybe it would keep it on a few higher-end models, but that would be the exception.
This could be a dangerous strategy, even if it causes an initial rush of sales. HTC needs to work on restoring its reputation, and low prices across its lineup might have the opposite effect, making HTC’s devices appear inferior to their competitors.