HTC buys US designers to bolster phone look

HTC today revealed that it will buy American design house One & Company for an undisclosed amount. The move makes permanent a collaboration that started with the Touch Diamond and should see One & Company become HTC's regular designer for its smartphones in the future. Most of HTC's newest Touch series phones already draw on the US firm's influence, including the MAX 4G and Touch HD.

The buyout reflects the elevated success HTC has had with its most recent phones. The Taiwan-area phone maker has recently had to improve its shipment estimates for the Touch Diamond as well as the G1 after early sales proved better than expected.

HTC is also increasingly dependent on appealing to more design-conscious home users than its previous core of corporate users and is facing competition from similar moves by Apple and RIM, both of whom are focusing on slimmer and more aesthetically pleasing devices rather than just strict functionality.