Samsung’s new Galaxy S IV is finally here and good riddance. We are sick and tired of rumours and hype, and apparently so is HTC CMO Ben Ho.

HTC already photobombed Samsung’s launch event in New York, offering people waiting in line to see the new Galaxy some nice snacks and a chance to try out the HTC One. Then HTC started took a swipe at Samsung by parodying its “The Next Big Slogan” in a hashtag, #theNextBigFlop. Pretty aggressive, and ballsy.

Ben Ho took it to a new level, saying that the S IV is just more of the same from Sammy, more plastics, more screen acreage and that’s about it. He pointed out that HTC’s new flagship features a premium feel, thanks to its all-aluminium unibody.
“Our customers want something different from the mainstream, who appear to be the target for the Galaxy. Our customers want original cutting-edge technology, mouth-watering design and a premium feel from their mobiles, which is why we created the HTC One,” he said.

Ho does have a point. Many consumers simply want more, they don’t want a plastic body and they don’t want to buy a phone owned by everyone else. This is where HTC’s focus on build quality could pay off, provided the company manages to get its message across.

However, since Apple’s Samsung's marketing juggernaut is outspending everyone, we’re not sure many consumers will even hear HTC’s message. [The Apple-Samsung mixup was an honest mistake. Ed]

More here.