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HTC(M8) Ace will continue the well-received brand that was introduced with the Desire HD in 2010

HTC Corp. (TPE:2498) for the most part impressed with its second-generation HTC One (M8).  The phone carries a premium price despite lacking some features carried by its rivals such as optical image stabilization (although it makes up for that shortcoming with exclusive features of its own, like stereo speakers).

HTC is looking to trim roughly $150-160 USD off the cost of the HTC One by releasing a variant dubbed the HTC (M8) Ace, which will drop the costly aluminum sculpted chassis for a more pedestrian plastic body design.

The price is not official by any means, but is based on a leak from Chinese blog TMTpost which claimed to have an inside scoop pointing to a CN¥3,000 (~$480 USD) price.

The Ace has also been teased by @evleaks a month ago in a blurry image:
While that image left more questions than answers, Engadget offered the additional detail about the plastic body design.  If accurate, this gives a key clue to HTC's strategy with the much-rumored device.

Assuming the body material and price rumors are reasonably accurate, the HTC smartphone could see strong sales given that it matches most of the spec of Samsung Electronics Comp., Ltd.'s (KRX:005930) (KRX:005935Galaxy S5, while seriously undercutting it on price.

The HTC (M8) Ace is expected to feature a similar spec to its metal-bodied brethren, including a 5-inch 1080p screen and 2.5GHz, quad-core Snapdragon 801 SoC from Qualcomm, Inc. (QCOM).  This is definitely exciting news for buyers on a budget looking for the next step up from a OnePlus One or Nexus 5.

Assuming HTC sticks with the name "Ace", it will be recycling a familiar brand name that it introduced during its epic run in 2010.  History seems to lend credence to Engadget's report that the device will be plastic; past HTC Aces also bore HTC's traditional plastic body designs rather than the more recent premium smartphones.  
HTC Desire HD
The original HTC Ace was the HTC Desire HD, introduced back in 2010.  
It also featured a plastic body.

After recent financial struggles, HTC is reportedly focusing on the mid-market and the new HTC Ace will reportedly be one fruit of that fresh focus.

Sources: Engadget, TMTpost, @evleaks





"Google fired a shot heard 'round the world, and now a second American company has answered the call to defend the rights of the Chinese people." -- Rep. Christopher H. Smith (R-N.J.)






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