Part 7/8:
In 2017, HTC entered a non-exclusive deal with Google, marking a return to their roots of manufacturing devices for other companies. While they continued to produce their phones, the volume and impact diminished considerably. The once-dominant brand managed to hold on but became predominantly known for low-volume enthusiast devices rather than mass-market appeal.
With incremental updates and a focus on niche markets, HTC's rebranding efforts led to the U series line of smartphones in 2023. Although these devices featured attractive specifications and build quality, they still lacked the sales numbers to reclaim the market.