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HTC was the first company to come out with a smartphone using Google's Android software in 2010. By the second quarter of 2011 HTC's share of the global smartphone market climbed to 10.7%, only to see a sharp decline in 2012 dropping to 2.2% according to IDC, as it faced stronger competitors Samsung and Apple. Second quarter 2012 revenues were down 27%, and an expected drop of about 50% in the third quarter. Samsung and Apple invest significantly more in distribution and marketing, and discount prices on older high end models making it difficult for HTC to compete. In 2012 the company's value declined by 50%.

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HTC Corp., Taiwanese smartphone manufacturer, says strong competition from Apple and Samsung hurt its position in the U.S. market which will be hard to recover. HTC was one of the first companies to market smartphones in the U.S. in 2010, gaining the top spot with 11.8% market share that year. HTC started as a contract manufacturer, shifting to making smartphones on its own brand name in 2006.

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Competition from HTC for the Samsung Galaxy and Apple iPhone. HTC puts out its new Android smartphones the HTC One S and One X in June 2012.

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HTC's declining market share in Brazil and its decision to concentrate on the mid to high priced market segments in India and China. It is pulling out of the Brazilian market where the low priced phone segment is growing. HTC has about 7.2% of the global smartphone sales and is experiencing slower sales in 2012. HTC was a Taiwanese contract maker till recently when it launched its own line of Android smartphones.

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HTC is building its own operating system for mobile phones designed to work closely with China's apps and websites.

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Apple is in a quandary about what straegy to pursue in the large China market. Apple's pricing depends on its image of bringing in exciting new products. With growth slowing in iPhone sales and lack of new products like the iPhone Apple can go after the market of lower end smartphones to maintain growth. In that segment Apple faces strong competition from manufacturers who make products in-house and have the scale to compete effectively such as Samsung. Other manufacturers such as Lenovo are also surging in this part of the market. Sales figures for the smartphone market give some idea of the problem Apple faces. Smartphone sales for the industry slowed to growth estimated at 41% for 2013, compared to 136% in 2012. In 2014 IDC forecasts growth slowing even further to 17% and by 2015 the smartphone segment looks even less promising with only 12% growth. And much of this growth is likely to go to regional smartphone companies such as Lenovo Group of China, and other brands which are better at competing in the lower priced smartphone segment of below $100, say analysts. Apple sales were 7.9% of the smartphone market in China, Samsung had 15.4%, and Lenovo 13.1%, in the 4th quarter of 2012, according to IDC....

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Sony's Xperia Z smartphone as a competitor to Samsung Galaxy and Apple iPhone in 2013. Sony is now in third place in global smartphone sales with a 5% market share. Sony CEO Hirai says the basic building blocks are in place for Sony to secure the strong position in smartphone sales that its technology and assets deserve.

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Comment by Samsung executives that show Samsung was late in the game in adopting Android for smartphones. A decision was made to leapfrog ahead of competitors in 2011 by building on Samsung's strengths in executing.