Just before Christmas, a commending review of HTC One by Esquire magazine helped HTC U.K. to downgrade its rivals Samsung and Apple. On their Facebook page, HTC staff quoted the review and reminded Samsung and Apple that HTC One is "the best Android phone on the market" and "the best designed smartphone ever." This was done by adding Samsung and Apple inside parentheses after the quote.
By comparing sales numbers, Apple is the obvious winner. It was rumored that HTC One's number of sold units in the first month was five million. Samsung's Galaxy S4 sold 10 million in its first month. Apple sold nine million of the iPhone 5s and 5c in the first weekend. The firms are working on successors to their flagships: HTC One 2, Samsung Galaxy S5, and Apple's iPhone 6.