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HTC 10 price slashed by $100 in US this month

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HTC 10 hands-on photos

In yet another sign of its smartphone struggles, HTC is today initiating new discounts on its flagship HTC 10 handset in the United States. The Taiwanese company is slashing $100 off the 10’s original $699 price for direct purchases from its web store, or alternatively offering customers who get the phone elsewhere a $100 credit toward acquiring accessories from htc.com. The offer is valid until the end of the month and is another effort to stimulate demand and drive customers to HTC's online portal, where they'll be able to get extras like the HTC 10 Ice View case or in-car adapter. Just be aware that if you buy the 10 from a carrier or some other reseller, you won't be able to use the $100 voucher toward the purchase of an HTC Vive, as HTC explicitly rules out Vive accessories.

HTC has yet to report its first earnings reflecting the sales impact of the HTC 10, but early indications haven't been encouraging. Pinning its hopes for a turnaround on such an expensive device was always going to be a gamble for HTC, and the company's discount so soon after the 10's release would seem to be an acknowledgement of that fact. HTC is no longer competitive among entry-level and mid-range smartphones, having lost out to Samsung's Galaxy portfolio and the countless Chinese upstarts filling the space, and the company now really needs its flagship phone to be a major success.

Correction: This article originally stated that you could stack the $100 discount and $100 accessories voucher, however HTC has clarified the equivocal language in its press release and now says you can only do one or the other, not both.