However in this day and age of increasing competition they may no longer be able to maintain this stance.
The Chinese newspaper Economic Daily News reports that HTC has said they plan to slash prices by 40 percent on phones sold in China, Singapore, and Taiwan.
HTC later denied this, but we have already seen significant price cuts, even in the western market.
Coolsmartphone reports that many HTC handsets have seen steep price drops.
At Devicewire the HTC Touch2 was Â£275.99 but now it’s only Â£199.95. The HTC Touch Pro2 was Â£444.99, now it’s down to Â£354.94. The HTC Snap was Â£275.99, now Â£219.95 and the HTC Hero was Â£357.99, but now they’re doing it for just Â£314.95. The HTC Touch Diamond2 was Â£321.99, but this is only Â£274.95.
Of course the price drop may just presage the announcement of new handsets at Mobile World Congress (and therefore give us an idea of which devices are set to be replaced), but the question of whether HTC can maintain its premium level pricing continue to remain.
Do our readers think HTCâ€™s pricing sustainable? Let us know below.