The quicker a phone's answered in sales, the slower it's answered in customer services - Brownridge's Law
CHINESE PHONE MAKER Oneplus announced the Cyanogenmod-powered One smartphone on Wednesday, a top-end £230 handset that looks to challenge the Samsung Galaxy S5.
While we're not too keen on its name - nor likely will HTC be - the Oneplus One boasts specifications that rival those of big brands' flagship smartphones, such as the Galaxy S5, that we review in the video below.
There's a quad-core 2.55GHz Qualcomm Snapdragon 801 processor and 3GB of RAM under the bonnet driving the handset's 5.5in full HD 1080p touchscreen display. There's also a 13MP camera capable of shooting 4K video, a 5MP front-facing camera, a 3,100mAh battery, support for 4G LTE and either 16GB or 64GB of internal storage.
Perhaps most interestingly, the Oneplus One arrives running Cyanogenmod 11S out of the box, a modified version of stock Android that boasts a number of custom features, including more customisation options, an 'Advanced' camera app and SMS encryption.
Cyanogen CTO Steve Kondik said, "I am incredibly proud of the effort our team has put in to the Cyanogenmod build for the Oneplus One. We've brought out the full potential of the hardware and complemented it with innovative new features to give users a fresh new experience and the tools to tailor the One to their personal style.
"We will continue to expand this effort to provide a genuinely enjoyable and powerful operating system for the user."
The Oneplus One will be available in the UK later this week, with the 16GB and 64GB models priced at a modest £229 and £269, respectively.
However, it might not be that easy to get hold of one. Oneplus explained, "The first 100 Oneplus Ones will be available through the Oneplus Phone Smash, starting April 25th.
"Oneplus fans can go to oneplus.net/smash to apply to smash their current phone in exchange for a Oneplus One. 100 lucky applicants will get the very first 100 Oneplus Ones for just $1 as well as the ability to invite their friends to buy the Oneplus One." µ
Sign up for INQbot – a weekly roundup of the best from the INQ