HTC is bringing its new U Ultra with a sapphire crystal display to Europe following its launch in Taiwan last month. The company will be hoping that the device can steer fans away from competitors like the Galaxy S8 and the LG G6, but its price tag could be a major stumbling block.
You have to feel somewhat sorry for HTC. The company has historically rolled out excellent flagship devices, but thanks to some bad decisions, they’ve never been able to mount much of a threat against rivals from Samsung and others. It’s hard to imagine the U Ultra will change that, given its somewhat disappointing specifications compared to the competition.
Nevertheless, the Taiwanese company isn’t giving up. On April 18, it will be launching its limited-edition U Ultra with a sapphire crystal display in Europe in an effort to boost sales ahead of another flagship launch in the coming months. The device will be priced at €849 (approx. $901), which is €150 (approx. $160) more than the original U Ultra.
That’s a considerable premium to pay for a device that’s exactly the same as the original, but with a sapphire crystal display instead of Gorilla Glass, and a bump in storage to 128GB (up from 64GB). Everything else remains exactly the same, so don’t expect to get a faster Snapdragon 835 chip, water-resistance, or other new features.
Will you be choosing the limited-edition U Ultra over rival smartphones?