After days of speculation, Chinese manufacturer Xiaomi (the third largest distributor of smartphones in the world, don't you know), has finally taken the wraps off the Xiaomi Note at a press launch in Beijing. And it brings the fight straight to the giant aluminium doors of Apple's iPhone 6 Plus.
How, you ask? Well for starters, the Note is a little thinner and a little lighter on the scales, measuring in at 6.95mm and weighing just 161g. The rear camera is also flush, which the company made sure to point out. The iPhone 6 Plus in comparison measures 7.1mm and weighs 172g.
In addition, it has an almost bezel-less front, meaning its 5.7in screen (larger than the 6 Plus' 5.5in display) shouldn't feel any more unwieldy than its Apple rival, though we'll have to wait for a proper hands-on to make a final judgement.
The display packs in a 1080p resolution and is slathered in curved Gorilla Glass 3. Specs-wise, it's powered by a Snapdragon 801 2.5GHz processor, along with 3GB of RAM, a 13MP rear camera with optical image stabilisation, and a 4MP front-facing camera.
It'll land in a black and white, from CNY2299 (£244), though there's no sign of a UK price or release date.
Xiaomi also unveiled the Note Pro, a Snapdragon 810 version of the Xiaomi Note. It'll come out of the box with 4GB of RAM, LTE-Cat 9 support, and a 2K screen, amongst other features, for CNY3299 (£350).