When you service a niche market like e-reader enthusiasts—the kind of folks who can name five different e-ink devices that aren’t the Amazon Kindle—you’d do well to pay attention to what your customers are saying, and respond accordingly. That’s what Chinese tech firm Bigme had to do this week: The announcement of its latest smartphone was so poorly received, the company has now issued an apology.
If you’ve somehow missed the tempest in this particular teapot, a few weeks ago Bigme teased the new device, calling it the “world’s first” dual-screen color e-ink and LCD smartphone. It seems most Bigme fans imagined a device exactly like the one you’re probably picturing: A phone with a full-size LCD screen on the front, and a full-size e-ink screen on the back. But when the company actually revealed the so-called Hibreak Dual this past Monday, it, uh, did not look like that at all.
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