HTC has been pushing out numerous high end smartphones this year in an attempt to solve its financial woes, with none of those devices particularly selling well. The company has now decided to launch another two flagship quality smartphones, the Butterfly 3 as a Chinese exclusive and the global roll out of the One M9+.

Both handsets arrive on September 29th. The Butterfly 3 is a renamed J Butterfly, which until now has been exclusive in Japan, but will now arrive in China.

While the J Butterfly trumps the One M9 and One M9 Plus in a pure specs race by combining the best aspects of the two, it certainly loses out on the design front. That's really the big differentiator here besides the Butterfly's exclusivity to the Land of the Rising Sun. We could make a strong case for this being the blandest flagship quality smartphone HTC has pushed out for some time, and although it is probably a bit controversial considering the beauty of some of its smartphones, we think the company is falling into a design funk.

So, while you won’t be drooling over the looks of this handset, the specifications might just get you. They read like what’s what of the smartphone tech world right now, including Qualcomm's headline making 64-bit Snapdragon 810. Of course, the 810 is the chipset that has been at the center of issues with overheating, with Qualcomm denying the problem for the most part, while tests on other handsets prove otherwise. We hope HTC has found a way to solve any problems with the chip because it is a potent performer when not in the mood for heating some coffee.

The 5.2-inch Quad HD screen we first saw on the One M9+ has made the journey to the J Butterfly, with a pixel density of 565ppi we should add. 3GB of RAM provides the grunt for the handset, while a 2,700 mAh battery will hopefully keep the high end hardware running for long periods. Elsewhere there is a 20 megapixel rear camera with dual lenses, and a very enticing 13 megapixel front facing snapper; take that selfie phones. Out of the box the HTC J Butterfly comes with 32GB of built in storage, but it also comes with a micro SD card slot so you can expand the space if you need. As you would probably expect, this LTE device comes with Android 5.0 Lollipop with HTC's own Sense 7.0 UI on top.

The One M9+ is the most spec’d smartphone HTC makes and was launched in March as an exclusive in China. It was released in some other markets and now the company says that is available around the world.

The One M9 Plus is a stunning smartphone it seems, but it really does leave a lot more questions than it answers. For example, it is better spec'd than the One M9 proper, so why did HTC launch a flagship that was due to be immediately undercut by a superior model just a month later? Sure, the One M9 Plus is an exclusive to China and Asia, it is unlikely to ever come to Western markets, but then surely those in Europe and North America who buy the regular One M9 will feel short-changed knowing a better model is out there for roughly the same price.

It's a conundrum that is amplified when we consider that the One E9 Plus is also available, lacking the build quality of the M9's but still a beast in its own right. With the M9 Plus HTC is attempting to differentiate with the inclusion of a MediaTek processor, while there is the inclusion of a Quad HD screen. If a prospective One M9 owner is now asking "Where’s my Q HD screen?" it would be an understandable question.

Is this HTC finally saying that Europe and the US are no longer its most important markets? The company has struggled in recent years in those regions and could now be putting them has an afterthought. The Taiwanese giant says it thinks the One M9 launched last month is good enough to meet the needs of users in those regions in terms of specs. A bold claim, one that this long term HTC user cannot agree with.

Here is a quick glance at the key HTC One M9 Plus specs:

Android 5.0 Lollipop with HTC 'China Sense'

Dimensions: 150.99 x 71.99 x 9.61mm

5.2-inch LCD display with 1440 x 2560-pixel (Quad HD) resolution

MediaTek MT6795T octa-core chip clocked at up to 2.2GHz

3GB of RAM

32GB of internal storage

20MP main camera, 'UltraPixel' front cam