One. In literal terms, it's a number. To HTC, however, it's a branding strategy -- the foundation upon which the entire company is now based. Just take one look at the One lineup and you'll easily understand this is the manufacturer's pride and joy. There's a very good reason for that: in a crowded smartphone market, HTC is the underdog to titans like Samsung and Apple. The company needs to stand out if it even wants the chance to prove itself to consumers.
Last year's One X marked a solid start, and while it didn't pick up the momentum CEO Peter Chou would've liked, the follow-up model -- simply called the One -- takes HTC's design and imaging chops to the next level, bringing a new UltraPixel camera sensor, among other top-shelf specs. But will it catch the eye of potential smartphone buyers, in light of another key product announcement? We'd say it's got more than a fighting chance.Gallery: HTC One review (2013)