With a strong focus on the smartphone market, HTC has continued to introduce more own-branded products. The company prides itself on being at the forefront of technology and innovation, a point that was borne when HTC became the first to launch a mobile phone based on the Android platform and yet again when it launched HTC Magic recently. The success of HTC Touch set a new HTC sales record - the Diamond product line launched in 2008 sold 2 million units worldwide in just 6 months. There is a clear shift, however, to appeal more to consumers rather than just niche business users through products and advertising that focus on personalization and simplicity.