YotaPhone 2 was unveiled in London this evening amidst much fanfare.
A successor to the original Yota Phone, the Russian phone boasts of dual screens as its USP.
With Android powering its beating heart, the incredibly innovative device was first announced at Mobile World congress in Barcelona back in March this year.
Costing a whopping £599 and available from the end of this month, the phone on the face of it sports very average specs sporting a 5-inch 1080p Super AMOLED Display but it is only when you turn it over that its true innovative feature comes into play.
The back of the phone, where you usually see a slab of glass aka Sony or faux-leather as seen on Samsung phones, is where its party trick lies.
Sporting a 4.7-inch 960 x 540 always-on e-ink screen that can apparently make your battery last forever or in phone parlay upto a staggering 50 hours. The signature 'Yota Always-On Display' is reminiscent of reading a kindle e-book reader and in our opinion be ideal for reading outdoors as well as to show off.
We have now used the phone for just over a day and were impressed with the readability and viewing angles.
When we asked 77,000 survey takers on the Mobile Choice Consumer Awards what the most important feature of their next phone was going to be, battery power featured very highly on their shopping list. The enhanced battery life alongside a choice of displays is sure to sway many a pospective phone buyer to reach for the YotaPhone2.
The phone also features a "at-a-glance" view which negates the need for constantly sneaking glances at your phone to check for the latest updates/notifications.
So far, so good, but the pricing, however, could be its undoing and it will be important to remember that the phone costs just £20 less than the iPhone 6 32GB version.
So, if you were in the market for a phone, would you go for the extreme street cred that the iPhone 6 would guarantee you or the YotaPhone 2 that would make sure you get stopped on the street and asked about the phone...