HTC

If you've been wondering if HTC is still alive, don't worry, you're probably not the only one thinking that. Of course, the company is still alive and kicking but you probably only hear about it if you've been following the VR market. As far as smartphones go, HTC has not launched a single notable phone in more than a year. That could be changing in July when it launches its first 5G phone but you might not want to hold your breath if you live outside of Taiwan.

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HTC's new CEO promised last year that the company would go back to making premium phones after admitting it failed to innovate in that market. Half a year later, that promise has yet to materialize even while HTC's Vive VR platform tries to steady its boat. There have been several whispers about HTC's next product but few if not none have come to light. Yet another rumored product joins the train and it could be the most disappointing even if these "U Ear" TWS earbuds try to fill what has been an old demand of AirPods fans.

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History has been unkind to the world's most illustrious names in the mobile market. Nokia itself no longer makes phones and both Sony and Motorola seem to be on life support. HTC, the very first to come out with an Android phone is probably not even mentioned these days in connection to mobile devices. Many have predicted that the Taiwanese company is on the way out and is shifting all its resources towards the equally tenuous VR market. HTC, however, might not yet be down for the count but its next phone might not even register on anyone's radar.

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The Vive Cosmos Elite is HTC's latest and greatest VR headset, but it's only available in a bundle with two Vive Base Stations and two Vive Controllers. At $900, that bundle costs a significant amount of money, and it more or less becomes cost-prohibitive for current Vive owners who might only want to upgrade their headsets. Good news: the Vive Cosmos Elite headset will soon be offered on its own, making it less expensive for existing Vive users to upgrade.

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Today we're looking at what's likely an internal testing device made by Apple for the near-future release of AR/VR experiences aplenty. This isn't the first we've seen of this sort of hardware - it's not particularly unlike hardware used by HTC and Oculus/Facebook for their own VR headsets. This new leaked look at Apple hardware is almost certainly meant for internal testing only, as it has a certain... unrefined sort of look.

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HTC may be struggling in its mobile business but, at least for now, it is still one of the leaders in the virtual reality market. Next to or even co-equal with pioneer Oculus, the HTC VIVE continues to be a household name in that market and the Taiwanese company seems pretty intent on keeping it that way. Almost mirroring its old strategy with smartphones, HTC is launching more and more VR headsets, starting with the Cosmos Elite today.

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Nokia (at least the original company) and BlackBerry have bowed out of the mobile rat race but some pioneers like Motorola, Sony, and HTC refuse to call it quits. The latter, however, is in a bit of a bind because of the limited businesses it has outside of smartphones, VR, and a bit of networking hardware. Throughout its rocky recent history, the company has promised to keep on launching phones and its current CEO reiterates that promise but conveniently leaves out the details on how exactly they plan on succeeding when everything else has failed.

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The future is slightly cooler than the present, according to a pair of prototype devices revealed today by HTC. This is HTC Project Proton, a prototype (a pair of prototypes) for "XR glasses-style" devices "from HTC Vive." Specs are forthcoming, but we've got some imagery of both different sorts of device. These prototypes were made specifically to gather public opinion well in advance of production.

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HTC has taken the wraps off its expanded Vive Cosmos VR headset product family, introducing new models to compete with the Oculus Rift S and its relatively low price tag. The new lineup features the HTC Vive Cosmos Elite, Cosmos XR, and Cosmos Play models, as well as modular faceplates for the front of the headsets. These offerings join the existing HTV Vive Cosmos model, which is priced at hefty $699 USD.

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Each brand has its own group of loyal fans and customers but, sometimes, smaller brands have the advantage of being able to connect and build a relationship with that group on a more personal level. Back at the height of its popularity, HTC was one such brand that wanted to have a special and exclusive place for true fans. Now that place has shut down and its timing right after news of the company's dismal 2019 earnings only adds fodder to rumors of its own inevitable demise.

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HTC was the first to come out with an Android phone but even before that, it was already one of the top smartphone makers even before the word smartphone came to be. Along with Motorola and, to some extent Sony (back when there was a Sony Ericsson), it is one of the oldest phone makers still in business today. That, however, may not last long if its recent financial disclosure is anything to go by, revealing a decline that has been ongoing for eight street years now without any signs of stopping.

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When you're no longer able to keep up with the fast-paced cutthroat smartphone market, it seems that the next big bet would be to try to remind the world of the legacy you created. Nostalgia, after all, is a very strong emotion and has recently proven to be quite profitable, too. That may be the appeal that HTC will try to make if it does come around to reviving a classic phone, perhaps inspired by the media frenzy around the new foldable Motorola Razr.

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