HTC are a business battling against the odds in a competitive market. Their higher end, flagship grade smartphones go toe to toe with the Apple iPhone, Samsung Galaxy S6 family and LG G4, to name three lines. Most of HTC's flagship models are badged the One, with the Desire name applied to mid-range devices. HTC is also fighting in the mid-range, where their devices bring a slightly different featureset to the table compared with many competitors. It's in the mid-range that manufacturers are able to position their devices towards a particular kind of individual, a the devices are often similar to the flagship models but with a number of features either removed or watered down. Part of what makes a great mid-range device is if the smartphone or tablet in question still includes the more desirable features of the flagship model, but loses some of the features you are less interested in. In the case of the HTC Desire 728, HTC have built the Desire from a polycarbonate shell rather than the metal of the flagship One devices. There's a large phablet-sized screen on the front but it's 720p resolution, rather than 1080p FHD or 1440p QHD resolution. You still get HTC's BoomSound, which means the device has great audio quality for watching media or playing games. Under the skin, there's a moderately powerful processor and around the back, a respectable camera.
In the details, then, the Desire 728's system-on-chip is MediaTek's octa-core, 64-bit MT6753 processor, with a maximum clock speed of 1.3 GHz. The system-on-chip is backed up by the ARM Mali-T720 graphics hardware and 2 GB of RAM, for respectable game playing and multitasking. There's 16 GB of local storage and a MicroSD card slot for adding additional storage. Around the back of the device, there's a 13MP rear camera and on the front, a 5MP unit for video calling and selfies. The Desire 728 is kept powered up by a 2,800 mAh battery, which is said to support 5V 1.5A fast charging. As expected from a HTC device, the Desire 728 runs HTC's proprietary Sense user interface over the latest available version of, Android 5.1.1 Lollipop. It also includes world mode, high speed Category 4 LTE and is set to be available in two colors: white and ash.
The Desire 728 will join a number of other HTC Desire devices and compete against devices such as the Motorola Moto G and Samsung Galaxy A5 and A7 devices. Given the large screen of reasonably resolution and BoomSound front facing speakers, the Desire 728 is perhaps positioned towards customers wanting to watch movies or play games on the device. The device will be available for $269.