HTC has hit out at Samsung, claiming the South Korean tech giant is little more than a money-spinner.
Speaking in an interview with Adage, HTC’s new Chief Marketing Officer Idris Mootee called Samsung ‘a massive brand and enterprise’, but said it ‘doesn’t stand for anything except for profit’.
Mootee had high praise for Samsung’s biggest western rival Apple, however, with the CMO gushing over the California-based company’s branding power.
“I think Apple has been quite successful – not quite, has been very successful, not very, has been super successful – in connecting people to something that’s just an electronic product,” explained Mootee.
He added: “They stand for something bigger – bigger than the brand.”
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Mootee also commented on Xiaomi, brushing off the suggestion that the Chinese firm is a rival to HTC.
“A lot of people talk about Xiaomi,” said Mootee. “It’s not really our competitor.”
“I don’t think they’ll ever make it to the US, for a million reasons we all know. And I think their business model has a very short lifespan.”
HTC just announced its latest smartphone, the flagship HTC One M9, at Mobile World Congress 2015 in Barcelona last week.
The device runs off Qualcomm’s new 64-bit Snapdragon 810 chip, and also packs 3GB of RAM, a 5-inch 1080p display, and a 20.7-megapixel rear-facing camera.
Pre-orders for the handset are set to kick off on March 30 in the UK.