The HTC U11 is one of the newest flagship smartphones on the market, having only started shipping to buyers in the last month, but apparently it’s being pretty well-received by consumers so far.

HTC executive Chia-lin Chang says that the U11 is selling better than the HTC 10 and M9 so far. Exact sales numbers weren’t given.

Chang went on to say that in today’s mobile market, increased sales doesn’t necessarily mean increased profits. In an effort to improve its sitation, HTC will work to minimize operating costs and reduce the number of smartphone models it launches to three or four per year, the exec explained.

HTC has been having a bit of a rough time in mobile lately, and while it’s certainly not the only company that that’s happening to, it’s notable with HTC because of the history that this company has in mobile. That’s why it’s good to hear that the U11 is doing well for HTC so far, especially considering that its predecessors had the benefit of being sold in multiple U.S. carrier stores. Now we’ll have to wait and see if the U11’s positive reviews and HTC’s own efforts can help to improve the company’s standing in the market.