The Verge: "Batman Begins. The Muppets. James Bond in Casino Royale. What do they have in common? They’re all examples of franchises that got better after a reboot (some will disagree on Casino Royale, but I’m standing my ground). For HTC, that’s exactly what the One series represents: a thorough reboot of the company’s image, philosophy, and hardware. Conservatively speaking, One’s announcement is the most important event in the company’s history since the release of the groundbreaking EVO 4G, and I think you could make the argument that it’s far bigger than that — it’s not just about three interesting new phones, it’s about a new way of doing business."