HTC never really seemed to crack marketing in the same way Apple and Samsung did.

Firstly, as you say, it's rare that you ever see an actual advert for an HTC device (certainly in the UK), so consumers forget that HTC even exist.

Secondly, by constantly faffing about with the naming scheme of their flagship devices (Desire HD, Sensation, One X, One M7, One M8, One M9, 10...), rather than having something easy to understand and remember (Galaxy S, S2, S3, S4, S5...etc) consumers are left not only forgetting that HTC exist, but not really understanding which HTC phone is best and which one is the direct competitor to the latest Galaxy S or iPhone.

Generally there's little wrong with the HTC's flagship products and they compare quite well to the market leaders, the problem lies with their terrible marketing strategies (or apparent total lack thereof) and the resulting consumer apathy towards the HTC brand.

Until it starts to bootloop!

https://9to5google.com/2017/04/10/class-action-suit-against-lg-over-bootloop-issues-expanded-to-include-nexus-5x-g5-v20/

I'm still rocking my HTC one m8, nearly 3 years old now and still going strong , best smartphone I've ever owned, battery life is still holding up , camera is awful , but these front facing speakers and the build quality <3

I've heard the last few HTC phones haven't been so good so I'd read some reviews on this before you take a punt

Gonna treat myself to a new phone this year , gonna keep my eye out for the Pixel 2 as I fancy a pure Google experience , either that or a one plus

Owned Samsung s2 many moons ago and also loved that phone but these new Samsung's don't really interest me

Hardware is better on the S7 Edge bar the DAC. However the amount of bloatware on a Samsung phone means resetting it every 3 months and constantly being harassed. I owned and Edge but sold it. Buy this or the OnePlus 3T or iPhone. Hardware is nothing without software. HTC listened to their customers and this runs near stock android with most apps being google defaults. It even has some extra cool features like AirPlay. Shame it isn't waterproof. I've used many different versions of android and the only ones apart from stock worth it are the OnePlus variety or this phone.

Son of a ****. Just bought used albeit 'like new' condition from eBay yesterday. Granted I 'only' paid £320, but I probably would have paid this here full price for a brand spanking new phone. Let's see...

Edit: just seen this here phone is the silver colour version only. Makes me slightly less annoyed as black was a must for me.

A lot of people have been waiting for it to hit this price. Hot.

If your after this phone its a good price and therefore HOT.

Personally, I'd still take the 3T.

Great price for a great phone
Heat

Torn between this and graded S7 edge

This or a OnePlus 3T for the same price would be a genuinely difficult decision...

I think the OP3T would still edge it for me for the bigger screen and extra storage, but it's damn close.

Lg g5 is better phone

Glacier silver HTC 10 should have a white front, not a black one, FYI.