Even if HTC delivered on those specs that we expect or want, it probably sells less than 10M since outside Apple & Samsung, it became a price war for many manufacturers. This is why Sony isn't doing great either when their profits looked promising just a year ago. Competition esp coming from China is too strong. OnePlus will undercut it with its One successor. It's like a game of musical chairs from 3rd to 10th.
A year ago, Sony wanted to be the 3rd most popular smartphone OEM for 2014. Didn't happen. And during HTC's heyday (2007-2010), they were never that big to begin with. Nothing like Nokia or Motorola of before. HTC will always lose the mindshare and marketing budget compared to Apple and Samsung.
We reached a point where we can get decent phone without contract for less than $200-$300. Unless HTC and Sony changes their business model like Xiaomi, they will always lose the price war. The Taiwan neighbor Asus is even undercutting HTC. The rising brands are now coming from China or brands like Asus that can offer a good phone for half price.