HTC feels the smartphone squeeze, sees more potential in ‘mid-tier’ products

HTC_One_miniMobile phone maker HTC this morning projected third quarter results well below expectations, the latest sign of the company’s struggle to compete against Apple and Samsung in smartphones.

HTC, which has its North American headquarters in Bellevue, is trying to recover from the delayed launch of the flagship HTC One smartphone earlier this year. In its earnings news release for the second quarter, HTC said it has “regained superphone market share across major markets including China” thanks to the release of the device.

The news release added, “We also have plans underway to launch a range of innovative and competitive mid-tier products in the coming months. We hope to regain momentum and market share in these segments in Q4. This will address our challenge of mid-tier products [competitiveness.]”

HTC focuses heavily on Android devices but also makes Windows Phones. A report yesterday by Kantar research firm showed Microsoft making headway in some parts of Europe thanks to lower-end Nokia phones.