Why the confusion ? Is it simply not clear based on sales evidence and dwindling interest that HTC can not compete with Samsung & Apple by playing exactly the same game.
They neither have the marketing prowess or the willingness / following of consumers to buy into their brand the same way.
Likewise in the advent of much cheaper Chinese android brands now providing similar specs but for less and with little to separate them from likes of Huawei, Honor or OnePlus perception wise, pricing their device hundreds above those competing devices is again a big mistake.
HTC need to stop thinking Apple, Samsung are their chief competition and actually take on the likes of OP & Huawei instead... because they are the ones sneaking into third, forth, fith place etc.. and pushing HTC further down the list of Android OEMs popularity & sales wise.
HTC are focussed on trying to win a war by fighting the wrong battles.
Honestly I don't understand your confusion on this.