Providing a phone for all seasons

As a small brand in a vast cellular sea, China’s OnePlus, like the Avis commercials of old, tries harder.

Besides active customer interaction through social media and global one-off events, the Oppo affiliate has a penchant for frequent flagship introductions, lately moving to a twice-a-year launch schedule.

See: OnePlus Flagship Gets Five-Month Upgrade

The OnePlus 5T Star Wars Limited Edition

The OnePlus 5T Star Wars Limited Edition

Adding to the strategy is a new event-themed twist, seen last December with the release in India of a Star Wars-branded handset in league with “The Last Jedi.”

This month, OnePlus has dressed up its flagship 5T phone once again, this time in a luxurious Lava Red. Though not the first to offer the palette option (witness the iPhone 7, the Asus Zenfone 2 and LG's V30 in Raspberry Rose), it is the first to pin it to Valentine’s Day — and enlist actress/model Emily Ratajkowski to hawk it.

The phone, like its original Midnight Black forerunner, features:

  • an 18:9 AMOLED display;
  • a Snapdragon 835 processor backed with 8GB RAM;
  • 128GB of on-board storage;
  • a dual 16-megapixel and 20-megapixel camera;
  • facial recognition;
  • a good ol' fashioned 3.5mm headphone jack; and
  • tons of rave reviews.

Perhaps most of all, in this age of the thousand-dollar smartphone, it carries a direct-sell price point intended to win hearts at $559. 


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