Apple Should Worry About Burgeoning HTC: 10 Reasons Why

News Analysis: HTC has unveiled two new smartphones for the European market. And those announcements prove all too well that HTC is a company that Apple will need to reckon with.

HTC unveiled two new smartphones on Sept. 15. The devices, called the Desire HD and the Desire Z, will deliver impressive functionality to customers looking for vastly different experiences. The Desire HD boasts a 4.3-inch display and a full touch screen. The Desire Z includes a QWERTY physical keyboard for those who aren't too keen on virtual keyboards.

HTC's announcement effectively demonstrated that, along with Motorola, the company is determined to take on Apple in the mobile market. So far, it has been quite successful, thanks to its HTC Droid Incredible.

But for now, Apple is leading. And it's the single company that most firms should be concerned about. However, HTC is proving with each passing month that it's a viable contender too. And it's a company that Apple should worry about. Here's why:

1. The track record speaks for itself

HTC might not have the name recognition that Apple enjoys, but it has proved to be an extremely successful company. Not only was it the leader in the Android market when it was in its infancy, but its HTC Droid Incredible is widely regarded as one of the top smartphones available now. That should translate to even more success going forward. And that is not good for Apple.

2. High-end is where Apple plays

Apple has been successful catering to those who want a premium product. But HTC has decided that that market segment is also where it wants to compete. And so far, as the Droid Incredible has shown, it can be successful in that space. Look for that to be an issue for Apple. And expect HTC to continue to cater to that sector in the coming years.

3. Android OS

Although HTC provides Windows Mobile devices, the company is heavily invested in the Android space. In fact, its most successful products (and the devices it most recently announced) run Google's mobile operating system. That's not good news for Apple. As recent reports have shown, Android OS is outpacing iOS quite handily. As more consumers get their hands on Google's operating system, they might be more likely to buy an HTC product over any other-including Apple's iPhone.

4. Physical keys for those who want them

Unlike Apple, which has decided to ditch physical keys, HTC has realized that there is still a large market for users who want a physical keyboard. Admittedly, that market is shrinking as more and more people seek out virtual keyboards. But by providing a physical alternative, HTC can more easily attract a wider range of customers than Apple. Not only will that help its sales, but it could impact Apple's, as well.

Don Reisinger

Don Reisinger

Don Reisinger is a longtime freelance contributor to several technology and business publications. Over his career, Don has written about everything from geek-friendly gadgetry to issues of privacy...