HTC One smartphone delayed by Ultrapixel camera shortage

HTC to drop 'quietly brilliant' tag for bolder marketing approach

HTC has confirmed its HTC One smartphone is delayed due to its Ultrapixel camera.

Further confirmation has come to light that the HTC One is delayed because of stock shortages of its Ultrapixel camera. An HTC exec has spoken to the Wall Street Journal saying that the parts just can't be made quickly enough. See also: Group test: what's the best smartphone?

"Our friends in the media have been asking why there has been a delay in shipments for the new HTC One, whether there is a component shortage," said Benjamin Ho, Chief Marketing Officer at HTC.

"There is some shortage, because the phone's camera was designed specifically for us, and production cannot be ramped up so quickly."

This comes on top of the fact Ho said that HTC was having trouble securing enough components from suppliers after no longer being considered as a 'top-tier' customer.

The HTC One was supposed to launch on 15 March, the day after the Samsung Galaxy S4 launch, but will not arrive in the UK and other markets until the end of this week.

Although the Android Jelly Bean smartphone will go on sale this week, we're not sure how much stock there is to go around. So if you want an HTC One then we suggest you get a pre-order in sharpish. The handset costs around £510.

Ho also confirmed that HTC will be dropping its 'quietly brilliant' tag line for a more bold marketing approach. "We have a lot of innovations but we haven't been loud enough," he said.

HTC has already been bold in response to the Galaxy S4 launch. It released a statement slamming the rival for its inferior build quality and launched a Twitter campaign with the hashtag 'theNextBigFlop'.

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Chris Martin

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