Rumor: HTC Preparing New Desire 10 For Late September

Device manufacturers traditionally divide their lines up into lower, mid-range and flagship grade handsets, although in the last few years the lines between these different tiers has blurred. A typical device family starts with the flagship model of the range, offering the best processor, screen, camera and software features of the family. The manufacturer then releases lower and mid-range devices offering a diluted experience from the flagship device. These mid-range models can include a lesser chipset, screen, camera and very often, lesser software features too. It's in the mid-range that many manufacturers offer a wider choice of models, by allowing customers a choice of models with a range of features. Manufacturers can differentiate between mid-range models by offering a selection of features: some devices in a family may offer a larger screen, a better camera or a more powerful chipset but offer a lesser overall experience compared with the flagship model.

HTC are one such manufacturer offering a limited selection of flagship models followed by a number of mid-range models. In former years, HTC's flagship range has been branded the "One," so we have seen the HTC One, One M8, One M9 and One A9. HTC's lesser devices have been badged with the "Desire" label and the company has offered fewer headline features such as BoomSound, lesser screens and cameras, but a similar HTC Sense software experience. Different models in HTC's recent lower and mid-range portfolios have been numbered models and typically the higher the number, the larger the screen and the better the specification. As such, the HTC Desire 820 has had a higher specification than the Desire 610, for example.

HTC's 2016 flagship model is the HTC 10, offering the highest specification of HTC's models. Currently, HTC have not released any new generation Desire devices other than the three released at Mobile World Congress, but this may be about to change according to Evan Blass, who has tweeted that HTC are preparing a Desire 10 model, due at the end of Q3 2016 (in other words in late September). Unfortunately, at this juncture we do not have any additional details such as the specification of the model, market availability or likely costs. If HTC follow their traditional market practice, the Desire 10 will likely be a small family of models offering different models with more or less of the HTC 10's core features.

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David Steele

Senior Staff Writer
I grew up with 8-bit computers and moved into PDAs in my professional life, using a number of devices from early Windows CE clamshells and later. Today, my main devices are a Nexus 5X, a Sony Xperia Z Tablet and a coffee cup.
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