HTC has been inconsistent with its messaging for years. The company has always had great phones which have pioneered many of the design trends that most other smartphone makers have copied, but HTC has struggled to convince people to buy their phones over everyone else’s.

But HTC plans to change that this year.

One flagship smartphone to rule them all

The HTC U12+ will be the only flagship smartphone in HTC’s lineup for 2018.

A trusted source has shared with us that HTC is looking to streamline its portfolio for the year by eliminating a flagship-level smartphone release in the fall. This shift will allow the HTC U12+ to shine on its own without any worry that it would be eclipsed by another device from HTC just a few months later. This decision is also the reason behind the HTC U12+’s name. There is no HTC U12 and HTC has typically reserved the “plus” moniker for follow-up devices in the fall.

Like Samsung, LG, Sony and pretty much every other manufacturer, HTC has typically released a flagship smartphone in the first half of the year and a second device with slightly better specs 4-6 months later. This strategy allows companies to flash a shiny new device in front of consumers on a regular basis, but it can also create a lot of confusion since it’s hard to know if you should buy the device that’s released in the spring or wait a few more months for the device that comes out in late summer or early fall.

Low price, global availability

HTC will also be aggressive with pricing of the HTC U12+. A specific price was not shared, but our source has stated that the HTC U12+ will be comparable in price to the Samsung Galaxy S8 which sells for $720. That would make the HTC U12+ more expensive than the HTC U11 which made its debut at $650, but it would still be a good deal since the phone’s spec sheet is comparable to that of the Samsung Galaxy S9+ which carries a price tag of $840.

UPDATE: new information has been shared with us from another source regarding the phone’s price. We are no longer confident that the previous information that was shared with us was accurate.

HTC is also planning simultaneous global release for the HTC U12+. The actual release date in markets across the globe may still vary by a few days or weeks, but HTC is fully committed to the device and will not be doing any sales testing in specific markets to ensure there is adequate demand for the phone. The device is expected to make its debut in early May.

Our source claims that HTC is also kicking its U Play and U Ultra lines to the curb. Instead, there will be an HTC U12 life which will sell for significantly less than the U12+. Details regarding the phone’s specs, design and features are unknown at this time.

The HTC U12+ will have a lot of competition when it comes to market, but there’s a chance that HTC will use a chunk of the $1.1 billion the company received from Google to help promote the new smartphone. HTC’s phones have always been competitive and incredibly crafted, but the company’s downturn started when they cut the marketing budget to help conserve cash. Once that happened, people just stopped caring about HTC smartphone simply because they didn’t know HTC was still in the game. If HTC can promote the HTC U12+ in a big way, there’s no reason why it can’t sell better than HTC’s last two flagship devices combined.