HTC Launching Two New Phones, The U Ultra & U Play

Posted on Mar 25 2017 - 1:23pm by David Gregorio

HTC has announced two new phones in the form of the U Ultra and the U Play, both of which have been designed to focus around you, as their names suggest.

Both the devices feature very similar and unique designs, but they differ in what they offer in a number of areas.

Branding aside, the first thing U are going to notice is the unique finish on these phones. Both larger phablet-sized HTC U Ultra and the iPhone-sized U Play may be the glossiest, classiest phones I’ve ever held. The sapphire blue editions particularly stunning. Let’s walk through the details.

htc u-ultra and u-play

HTC U Ultra

With the new HTC U Ultra and HTC U Play, the company is betting big on it is new AI assistant called Sense Companion, which it claims that will learn your usage behaviour over time in order to present you with priority notifications and alerts based on people you contact the most. On the U Ultra, the second ‘ticker-style’ display, called the Priority Screen, is where Sense Companion will display important alerts and notifications. The implementation of display is very similar to LG’s approach with its X Screen and V20 smartphones.


The HTC U Ultra features a 5.7-inch Quad HD display and is powered by a Qualcomm Snapdragon 821 SoC, with 64GB of storage which is expandable by up to 2TB and 4GB of RAM. HTC will also offer a premium version of the HTC U Ultra which will have sapphire glass and 128GB of storage. On the other hand, the U Play has a more palm-friendly 5.2-inch full-HD display and an octa-core MediaTek Helio P10 SoC, plus either 32GB or 64GB of in-built storage and either 3GB or 4GB of RAM.


The HTC U Ultra with 64GB of storage goes on pre-sale for $749 from in a choice of either black, blue, white, or pink. Deliveries in Taiwan will begin by the end of January, but the rest of the world will have to wait until March. The U Play will follow later this spring, though there is no hard indication about its price, that will fluctuate depending on the local market.

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