OnePlus 2, the smartphone that claims not only to be better than the best smartphones of 2015 but also the best smartphones of 2016, has gone on sale amid lots of hype and customer interest.
The smartphone, which costs from £239 (£370) in the UK, is available only if you have an invitation from the company or, if you live in Paris, you will be able to visit the fashion outlet Collete where the company is selling a limited number of its new products in store from 11am local time. Mimicking the recent launch of the Apple Watch in high-end fashion boutiques, the launch of the OnePlus 2 in a Paris fashion store indicates the size of OnePlus' ambitions.
The vast majority of OnePlus 2 smartphones however will be sold through the company's website where more than 3.4 million people registered interest in getting an invitation in the two weeks since the smartphone was unveiled during a unique 3D virtual reality event.
While the phone has a spec sheet that can match up to the likes of the iPhone 6 and Samsung Galaxy S6 – including a fingerprint reader, 4GB of RAM and a laser-based autofocus system – it will be the low price which will be the most appealing aspect of the phone.
While the OnePlus 2 will officially launch in the US and Europe initially, the company is also keeping fans in its home country of China happy with a flash sale on launch day which follows a similar sale on 5 August which saw 30,000 OnePlus 2 units selling out in just 64 seconds.
It is unclear how much stock the company will have initially with Eric Zarshenas, who heads up OnePlus' European operation, telling IBTimes UK that it would take about two weeks for devices to be shipped to those who order on 11 August, adding that initially at least there is likely to be some frustration among those looking to get their hands on one of the new phones.
However the company announced on its forums that shipping to the US and Canada has been delayed and would start 2-3 weeks after shipments to Europe begin.
Some third-party websites have also begun selling the OnePlus 2, including OppoMart, which is charging a $70 premium to get hold of the smartphone without an invitation.
OnePlus is a Chinese smartphone company which was founded less than two years ago and had a surprise hit with its first smartphone the OnePlus One, which has sold 1.5 million units to date. The company has relied on word-of-mouth to help generate attention for the phone and it has built up a loyal customer base around the world. This led to up to 500 people queueing for hours just to get a glimpse of the new phone in London days after it was announced.