Shipments of HTC’s new flagship One (M8) smartphone are expected to fall between 3 million and 5 million units in the second quarter this year. The phone launched in late March, so Q2 will represent the handset’s first full quarter of sales.

This HTC One (M8) sales figure comes from a recent Digitimes report, and it cites the website’s typical unnamed industry sources.

Channel sales of between 3 million and 5 million units might not seem terribly impressive compared to the numbers put up by HTC’s top rivals. Samsung, for example, shipped 10 million Galaxy S4 smartphones in just one month last year. Meanwhile, Apple sold 9 million iPhones in one weekend in 2013.

But as HTC America president Jason Mackenzie made clear during a recent exclusive interview with BGR, HTC knows it can’t beat giants like Apple and Samsung, and it isn’t trying to beat them.

“The beauty for HTC and for our customers is we’re not trying to be Toyota or GM and build these things for super mass production,” Mackenzie said. “Our objective is not to sell the most phones, but to build the best phones and build a strong, loyal base.”

BGR’s full review of the HTC One (M8) can be read here.

Zach Epstein has worked in and around ICT for more than 15 years, first in marketing and business development with two private telcos, then as a writer and editor covering business news, consumer electronics and telecommunications. Zach’s work has been quoted by countless top news publications in the US and around the world. He was also recently named one of the world's top-10 “power mobile influencers” by Forbes, as well as one of Inc. Magazine's top-30 Internet of Things experts.