Last year it was Sony, and now HTC seems to be falling off a cliff. But are they really? The company has announced two smartphones this year, HTC U Ultra and HTC U Play, and will introduce a third model to the new U collection on May 16th. Some rumors and leaks have been somewhat misleading on whether or not this will actually replace last year’s HTC 10 flagship. At this point, everyone is confused about HTC’s mission and plans, so this week let’s try to gather our thoughts and try to make a more accurate projection for the company.

After experiencing a continued decline in both sales and profit in the company’s mobile division during Q4 of 2016, HTC set out with a new campaign strategy this year. Moving away from all the low-end Desire phone models, HTC announced that it would move forward with a new U lineup being its main focus. The company concluded that it would announce just three smartphones in Q1 of 2017, so that it could focus on handling and supply reliable updates given that there would be fewer models. This hasn’t exactly gone as planned, as least in our eyes.

We’re now in Q2 and have just two smartphones, the HTC U Ultra and HTC U Play, each of which are somewhat overpriced and lack any advantages over competitors in the market space. Their availability is also limited to only a few regions. The two phones were announced just a few months back, and are already being discounted by HTC and major retailers, the few that actually carry the two devices. So what is going on here?

HTC’s lack of funds for advertising, R&D and marketing purposes seem to be biting the company in the back. That in addition to the fact that the company hasn’t really done any major press events, and not to mention some issues we’ve experienced on the new HTC smartphones, seem to have put the company in a place they haven’t been before. To most presumably consume costs, HTC doesn’t appear to have a real HTC 10 successor that it will announce in 2017. Instead, HTC will seemingly move forward with HTC U being the company’s main phone for the current year.

We don’t know anything for sure. However, an event was scheduled earlier this week. We expect to receive the HTC U smartphone at this time. It’ll happen on May 16th in Taipei, Taiwan, the company’s homeland. Perhaps HTC will announce some partnership with Google (Pixel 2?) that could bring some light to the day, as the I/O annual conference for developers will begin one day later on May 17th.

We’re not really sure what to make of HTC right now, but if one thing’s for sure, it’s that the company needs a successful smartphone release, just to give some hope and promise to the mobile hardware division. If not, we could see HTC end up withdrawing from the Android marketplace in 2018. A comeback could very well begin with Sense 9.0 and the rumored ‘Edge Sense’ features said to be included with new side panels on the HTC U. However, recent leaks have shown no such thing to exist. This has us very intrigued, but I guess we’ll have to wait and see the real deal.

HTC has is commonly known when it comes to smartphones for their cohesive and straightforward user experience, premium hardware and boomsound speakers, but with poor results quarter after quarter, the company has been forced to reevaluate their strategy for mobile devices. We hope some of the good things continue, which have placed HTC phones among the very best in our rankings. However, this year’s change doesn’t appear to be doing the company any well.

Catch up on all the latest HTC U ‘Ocean‘ rumors, leaks and reports here -> [Click here]

This brings us to our weekly poll aka question of the week. Have you lost faith in HTC? Do you want to see an HTC 11 flagship, or do you think HTC’s best days are behind them? What will the company have to do in order to rebound? Let us know and feel free to drop a comment below this post. The poll will remain open all week. We look forward to hearing your response.

Below are the headlines from this week. Click each to be redirected to the full story.

If you want to hear our personal opinion on HTC and their somewhat dark future, come to chat with the DT during our next Connect+ Live Chat Session. See the upcoming schedule here.