Yizhong Discontinued 2》From market share of 9.1% to no one interested, HTC mobile phone will withdraw from the market at the end of the year

HTC is currently focusing on AI glasses. (Photo by reporter Wang Yihong)

[Reporter Wang Yihong/Taipei Report] In 2011, HTC shipped more than 43 million mobile phones globally, with a market share of 9.1%, making it once the largest smartphone brand in the United States. In June 2024, after HTC launched the HTC U24, there has been no new mobile phone in more than two years. Taiwan's own-brand mobile phones, which were once famous internationally, may officially come to an end by the end of 2026.

Currently, the U24 Pro large-capacity (512GB) version is out of stock on physical channels in Taiwan, and the product life cycle has entered the final countdown stage. Huang Zhaoying, senior vice president of global business and marketing of HTC, admitted in September this year that it is difficult to find revolutionary innovative technologies for mobile phones. Unless there is a breakthrough, HTC will focus on making AI (artificial intelligence) glasses, while HTC U24 sales are basically coming to an end and are expected to be sold until the end of this year.

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There are already traces to follow. HTC's latest financial report for the first half of 2026 revealed that "HTC Smartphone (BVI) Corp.", a subsidiary specializing in smartphone-related investment portfolios, has officially completed the dissolution process on February 19, 2026. It is equivalent to a silent announcement that HTC has ended its overseas holding layout of pure mobile phone business at the group structure level.

HTC's public relations window explained that HTC is developing an AI and virtual reality ecosystem. Mobile phones are a part of the ecosystem, and it will continue to think about which end products are suitable for the entire ecosystem. It is difficult to say that HTC is bidding farewell to the mobile phone market; "it is just relegating to the second line." Currently, mobile phone personnel and AI glasses are in the same business unit.

Consumer products are changing rapidly. Many mobile phone brand manufacturers have been loyal and arrogant in the past, but if they don't pay attention, they disappear from the market. For example, Nokia and Motorola MOTO in the 2G and 3G era, LG, SONY, etc. for smart phones, and HTC is one of them.

HTC, which started as a mobile phone OEM, launched its own brand HTC in 2006 and is regarded as a pioneer brand of smartphones. In 2011, more than 43 million mobile phones were shipped globally, with a market share of 9.1%, a record high. In the third quarter of that year, HTC once became the largest smartphone brand in the United States.

According to Interbrand (Best Global Brands), the world's top 100 brands, HTC ranked 98th in the world with a brand value of approximately US$3.6 billion in 2011; HTC was the only Taiwanese company on the list, and it is still the record holder.

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