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In case you're wondering why there are so few metal phones out there, it's because metal and radio signals don't play nice with each other. The metal interferes with radio frequency signals, killing any chance for a phone call or data exchange. Samsung and LG executives have previously told CNET that each had considered metal designs, but opted to stay with plastic because they couldn't guarantee the reliability of the signal. In addition, it's more costly, an increasingly important issue if you're shipping tens of millions of phones.

Even the iPhone 5 and iphone case element 5S's aluminum back has two strips of glass on the top and bottom to allow for the transmission of signals, When HTC launched the One last February, it showed off a back cover that was virtually all metal, with only lines of plastic that offered a clear reception for the antennas housed in the device, Counting the edge of the phone, aluminum accounted for 70 percent of the back housing, according to Croyle, You would think that the team would have taken a victory lap after the launch, but Croyle said he and his team was back at work on the M8, with development in full swing at that point, By pushing the metal construction to extend to the edges, right up to the glass, he was able to get the housing to 90 percent metal..

The manufacturing process involves carving out the full aluminum housing with gaps where the strips should be. Then, plastic is injected into those gaps, and the entire body is machine-finished, allowing for a body that fits together without any gaps. The primary color for the M8 is a gunmetal-gray with a hairline finish, with champagne and silver the alternate options. Because of the difficulty of applying unique finishes to 3D shapes, Croyle said the company had to create a process where it had to polish the aluminum back to a mirror finish, and then apply a second hairline finish on top. The process came after testing thousands of variations that included different levels of polish, color, and anodization of the metal.

"The result is this really beautiful finish that feels amazing and really looks amazing," Croyle said, While Croyle was working on refining the design of iphone case element the phone in the summer, a separate team was pushing to incorporate their idea of embedding two camera lenses into the phone, HTC has separate smaller R&D teams working on concept projects that may or may not make their way into consumer products, For example, the Boomsound stereo speakers that made their debut in the One came out of an independent team, and wasn't originally intended for that phone..

For the past one to two years, another team had worked on idea of utilizing the second lens to capture depth, allowing for Lytro-like shifting of focus after the shots were taken. After some trials and tests to see how consumers would use it and to ensure it wouldn't come off as a gimmick, the company opted to incorporate it. Fortunately, Croyle had reserved space in the back of his design, just in case. HTC was clearly sprinting toward the finish line, with some of the more interesting features emerging late in the game. The unique flip cover, with holes that allow for the screen to display basic bits like time and weather in large, colorful graphics, came out out of Croyle's team in December. CEO Peter Chou saw it during a meeting, and liked it so much he insisted on getting it into production. Croyle warned of shortages for the cover, noting the company is already having trouble meeting the early orders.

Three to four months ago, Chou tapped the engineering team to create an "Extreme Power Saving" mode that promises to keep your phone running for an additional 15 hours despite having only 5 percent battery life, It's a feature developed so late that it's still in carrier testing in the US and won't be available at launch, Croyle credits Chou's hands-on direction, and teases he refers to him more as the chief design officer than CEO, "That's iphone case element the benefit of Peter," he said, "Having somebody who has the respect of the entire organization and can get them to pivot on a single idea."Chou has recently taken a more active role in the product side of HTC, leaving much of the day-to-day business and marketing responsibilities to Chairwoman Cher Wang..

Croyle hinted that we would see the fruits of Wang's increased focus on the marketing strategy. HTC's ability to properly promote its products and get its name out to consumers remains its biggest weakness. Even when HTC opted to make a splash by signing Robert Downey, Jr. to as a pitchman, the campaign fizzled and derided as confusing and ineffective. It remains to be seen how Wang will do things different, but it whatever it is, it will have to be bigger and smarter. "It's not a product problem," said Ross Rubin, an analyst at Reticle Research. "The marketing has continued to be challenging."Croyle early on pitched a common DNA with the One, retaining the large "forehead and chin" on the front of the phone, which houses the front-facing Boomsound speakers. Chou was on board early.

Croyle compared his decision to the strategy that premium automakers employ with similar design element year after year, Think the gull-wing doors found in Lamborghinis or the kidney grille on the front of every BMW, The mass-market Desire smartphones also share a consistent visual appearance as the One and M8, even if they lack the premium materials, Croyle added that the lower-end phones would do the same, Croyle said the additional product iphone case element portfolio -- which he hopes will lead to more shelf space in stores -- will help give confidence to consumers looking at HTC that this is more than a one-trick pony..



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