HTC IMEI Stickers: Oh For the Love Of…

I was watching an episode of Under The Dome a couple of months ago, and I saw something that make me groan:


See what it was? That big, ugly white sticker on the back of the HTC 8X. It’s a sticker designed to be removed by the customer – it has the IMEI number on it so customers can reference it if they need to call in for support. The 8X is a beautifully designed product – it’s has gorgeous soft-touch plastic that looks great (but sadly doesn’t wear well long-term) and HTC made it in bold, powerful colours. Beauty ruined by a sticker.

Seeing that big white sticker on the back is an insult to the designers at HTC who created the product. The prop-master should have removed it. The HTC or Microsoft person who supplied the phones for use on the show should have removed it. Anyone with half a brain, who cares about how products look on camera, should have removed it.

What makes this particularly galling is that it’s not the first time I’ve seen this – HTC has product placements in the past where an HTC phone is shown in a photo, and it has that IMEI sticker on the back. HTC cares so deeply about design, giving out seed phones with ugly stickers on the back is a big miss. Customers don’t know that’s a sticker – what they see is a phone with a weird white blob on the back.

Have you ever seen an Apple phone looking anything other than perfect in any sort of product shot?

Marketing side-bar: Microsoft paid for a lot of sponsorship opportunities in this show – it’s easily the most aggressive, and obvious, product sponsorship I’ve ever seen on a TV show. Microsoft’s fictional market share with the population who is trapped under an unbreakable dome is absolute: every phone in the show is a Windows Phone, every tablet and laptop is a Surface. It’s like the town that Steve Ballmer built! 🙂

  • Sid

    The First thing I did when I got my 8x was remove it.

  • Arun Kumar Nechlani

    First thing I did when started using 8X, not to insult beauty anymore with it ?

  • Ryan Lasley

    I remember when I met you for the first time you picked up my m7 (I now have an m9 with no sticker) and said “here let me help you with that” then peeled off the sticker and said “now it’s perfect” lol

  • Haha! Yes, that sounds like something I’d do. 🙂