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HTC One A9 price disparity explained


HTC One A9

HTC has explained the pricing disparity that will see its new smartphone, the HTC One A9, costing far less in the US than the UK.

We were cautiously optimistic about the HTC One A9 when we went hands-on with it last week. Here is a classy mid-range phone that apes the iPhone 6S design extremely faithfully. Perhaps too faithfully.

Familiar looks aside, our biggest concern with the HTC One A9 was its price. In order to compete, it would need to be priced competitively – and in the UK, that simply didn't look like being the case.

While the HTC One A9 costs just $399.99 in the US, it will cost £429.99 here in the UK. That works out to around $660, which is a massive difference.

HTC has now provided the following statement to explain this difference:

"The cost of the HTC One A9 is the same worldwide to all distributors and operator partners. For end consumers, HTC's sales regions are given the freedom to set prices and promotions as they see fit for the local market needs. The One A9 price in the US is a very limited-time promotional offer for that region's online store, as well as select HTC-only franchise stores. The offer is a special promotional pre-sale and is expected to conclude once the One A9 is available on-shelf at major retail and distributor partners.

After the promotional pre-sale offer ends, the new price in the US at htc.com will be $499.99 beginning 12:01am on 11/7."

Related: HTC One M10 release date

In other words, the HTC One A9's US pricing is merely a promotional launch deal, and one that will end in less than two weeks.

Of course, there will still be a $160 price difference between the US and UK model after the adjustment. Despite the extra cost, we'll also be getting an inferior version of the A9 – one with 16GB of storage and 2GB of RAM; the US model has 32GB of storage and 3GB of RAM.

Next, take a look at our smartphone buyers guide video:

saif ibrahim

October 27, 2015, 10:25 am

The phone is good but the price is not ...In that price i can get High-end phone in the UK...BAD HTC...PASS.


October 27, 2015, 10:42 am

$160 (£100) extra for an inferior phone? Way to go HTC, one way to drive yourself out of existence. Keep up the good work.


October 27, 2015, 1:23 pm

HTC (UK) just scamming the UK public again.

You can get an LG G4 new for £290. £450 for the A9 is ridiculous even if it does look nice.


October 27, 2015, 2:57 pm

Hey they're just trying to make it easier on us when they inevitably go bankrupt. Pretty selfless really.


October 27, 2015, 3:53 pm

HTC lost the plot a long time ago. This phone is worth no more than £200. They are the new bezel kings. They always had mediocre battery life and terrible cameras.


October 27, 2015, 7:52 pm

The battery life is fine and the camera is actually great. Still not worth the price, but if 400USD was regular pricing, it would be properly priced.


October 28, 2015, 10:30 am

It's worth pointing out that the US price is excluding sales tax where as the UK price is inclusive of VAT. Excluding VAT the UK price is £358.33 / $548.11 so there is only a £31.46 / $48.12 difference.

Although this doesn't excuse their current offer of $100 off in the US or the inferior hardware in the UK.


October 28, 2015, 2:23 pm

I was interested in this phone but not at that price they can take a running jump

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