The cut isn't entirely surprising. HTC is facing the usual spring crop of flagship phone rivals, like the LG G6 and Galaxy S8, and it doesn't yet have a direct equivalent. The U Ultra is its best offering for now, and its sales were already limited by the lack of US carrier deals -- that's only getting worse with even flashier alternatives on the market. Again, this is a solid discount if you like what the U Ultra offers. Just know that the move likely stems from a sense of urgency, not just the usual bids to clear stock.