HTC Is The Honey Badger That Don’t Care


The new HTC One might be the most leaked phone in history. Pics, specs, camera detailsrelease date and new features have leaked over the last few months long ahead of its March 25th debut. Even HTC itself got into the action with a series of videos. HTC clearly understands that a big reveal will have little impact on the HTC One’s future.

Companies have long toyed with big press events for devices but they’re a delicate balancing act. Apple seems to have the right formula. They drag the press out to just a couple of big events each year, announce their new wares, and then reveal the pricing and release date. Apple has the right mixture of consumer mindshare and presentation tactics. Most companies do not.

Samsung is still figuring it out. Last year, for the reveal of the Galaxy S4, the company put on a…

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