HTC M7 will have Ultrapixel camera

HTC's next flagship, known as the M7, will feature a new type of sensor which instead of being rated in megapixels uses what HTC calls ‘Ultrapixels’.

Previous reports indicated the M7 would have a 13-megapixel setup but Pocket-lint cites ‘sources familiar with the matter’ which revealed things are a little different.

Allegedly, the 13-megapixel rating had a ring of truth to it – the M7’s camera will use three 4.3-megapixel layers (adding up to approximately 13-megapixels).

Pocket-lint explains that this works similarly to existing camera tech found in the Sigma Foveon X3 where the three sets of megapixels capture three sets of image data per individual pixel of an image, after which it is digitally merged into a sharper and richer photo.

There are similarities to Nokia’s 808 PureView oversampling 41-megapixel sensor, although the implementation is far more conventional as there’s no ‘layering’ of the sensors.

Apparently this new setup will be a heavily emphasised feature of the M7.

There’s two sides to this really, on the one hand, megapixel ratings have been used as a marketing tool for years now, rather erroneously as megapixel ratings alone don’t signal image quality.

It’s easy to jump to the conclusion that the term ‘Ultrapixel’ is nothing more than a new marketing ploy. Nevertheless, HTC does know its stuff when it comes to phone cameras. Perhaps this could be something more than mere marketing spiel?

Perhaps. HTC is known for its careful implementation of high-quality f/2.0 apertures, and was one of the first to use dedicated imaging chips inside its smartphones with the HTC One X.

How HTC plans to market this feature remains to be seen – imaging can be a complex subject, fraught with abstract terminology, and is not for the faint hearted. In this sense, HTC will need to keep the message clear and precise.

The HTC M7 will launch on February 19, five days ahead of MWC 2013.