IUNI (abbr. from I am unique), a Shenzhen-based smartphone brand backed by phone maker Gionee, announced that it is going to roll out IUNI U2, the first smartphone under the brand, on March 18. [Update] The product is now sold on JD at 1,799 yuan (around US$290) for 16GB version and 1,999 yuan (around US$322) for 32GB version.

Powered by IUNI OS based on Android 4.3, IUNI U2 features metal casing, quad-core Snapdragon 800 (MSM8974) processor with frequencies ranging from 300MHz to 2150MHz, Andreno 330 GPU and 2GB RAM+8GB ROM. The 4.7-inch screen features 1080P resolution format, while the resolution for front-facing camera and rear camera is 4.0MP and 16MP, respectively.



Positioned as a smartphone for the youth, the interface of IUNI OS, which launched for public testing mid-Feb., is simple and clean, following the flat design trend led by Apple’s iOS 7. The company claimed that no third-party apps will be pre-installed in the product.

Although IUNI will adopt a similar business mode to Xiaomi’s in taking e-commerce platform as sales channel, building brand community, developing proprietary ROM, He Xiaojun, brand manager of IUNI, said that IUNI differs from Xiaomi in brand positioning and it will keep abundant supply of its products rather than adopting Xiaomi’s flash sales model.

Douban, an interest-based social network popular among young people, partnered with IUNI as the marketing platform and content provider of the smartphone brand.

image credit: IUNI

Emma Lee (Li Xin) was TechNode's e-commerce and new retail reporter until June 2022, when she moved to Sixth Tone to cover technology and consumption. Get in touch with her via lixin@sixthtone.com or Twitter.

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