Everything you thought you knew about innovative smartphone design might be upended by one spectacularly misguided product. When a company targets a passionate niche, like the dedicated e-reader community who can debate the merits of various e-ink panels, listening to your audience isn't just good practice--it's survival. Chinese tech firm Bigme learned this lesson the hard way this week, issuing a public apology after its latest smartphone announcement was met with widespread derision. This tech announcement was, by all accounts, a misstep of epic proportions.
The Misunderstood Dual-Screen Concept
It all started with a tease: Bigme announced what it claimed was the "world's first" dual-screen smartphone, boasting both color e-ink and LCD displays. The fervent fanbase, accustomed to devices like the Hisense A7 CC or Onyx Boox Note Air, likely pictured a familiar setup: a standard full-sized LCD on the front, paired with a full-sized e-ink panel on the back. This would offer the best of both worlds--a vibrant display for everyday use and a comfortable, paper-like screen for reading. However, the reality revealed as the Hibreak Dual was unveiled was jarringly different.
Instead of a full-sized second screen, the Hibreak Dual features a minuscule, 360x360 circular LCD on its rear. Imagine a novelty sticker your teacher might slap on a homework assignment--that's the impression it gave. Bigme's attempts to justify its utility, suggesting it could display notifications, aid in selfies, or even host an interactive AI pet, fell completely flat with the very community it sought to impress. The core demo, primarily vocal on the r/Bigme subreddit, felt ignored and insulted.
Oh look, a clock! That's so useful! Never mind that the e-ink screen...also has a clock.Credit: Bigme
The feedback was swift and brutal. Online forums lit up with comments like:
- "If Bigme was a bigger company, this would be meme'd and mocked to hell and back."
- "Look like garbage, may have been ok if they put a half screen square shape but a tiny round screen. Bet they don't sell many. Just don't see a use for it."
- "Probably, they bought off some circular display contracts from a canceled smartwatch product. Then try haphazardly to design a new product based on these displays."
- "The dual screen phone was such a good freaking idea, all they had to do was put a full size screen in each side and they totally blew it."
- "I'm glad BigMe is trying, and I do support them. But a circular screen on a phone with a terrible camera is nothing but a gimmick."
- "Is there a tech equivalent of the Razzies because this is a nominee?"
This tech announcement was so poorly received, it forced the company's hand. The overwhelming negativity spurred Bigme to release a formal statement, offering both an apology and a defense of their controversial design.
An Apology and a Defense
The company opened its statement with a clear admission: "First and foremost, we want to thank you for your passionate feedback on this new product. We have carefully read and recorded every comment. We sincerely apologize for any disappointment or frustration this may have caused you." This mea culpa acknowledged the public's reaction to the Hibreak Dual.
Bigme then proceeded to highlight the device's strengths, focusing heavily on the e-ink display's features--improved refresh rates, 5G, stylus support, and standard phone functionalities. While these are positive attributes, they largely addressed the aspects of the device that *weren't* the source of the controversy. The core issue wasn't the e-ink screen itself, but the baffling inclusion of the tiny circular LCD.
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The defense of the circular screen was less convincing, bordering on defensive. "As for the LCD sub-screen, it may not be needed all the time, but when you do need it, it's right there. Though small, the sub-screen offers plenty of features...it assists and entertains, while the main screen remains committed to the eye-friendly e-ink experience. One device, two screens, each shining in its own way," the statement read. It's a justification that few in the target market found compelling.
While some might argue that an apology wasn't strictly necessary--customers can simply choose not to buy the product--it demonstrates a willingness to engage with its most critical audience. This tech announcement was clearly a learning experience, and the company seems to recognize that. Bigme concluded by promising to improve its R&D process: "Going forward, before launching any new product, we will conduct more thorough market research and engage in deeper communication with users to better understand and meet your real needs."
Perhaps most importantly for the e-reader enthusiasts, Bigme stated that the dual-screen smartphone concept they truly desired is now officially on the R&D roadmap. "Regarding the 'E Ink + LCD dual-screen' smartphone that many of you have been looking forward to, it has now been officially incorporated into our R&D roadmap, and we will do our utmost to move it forward." For those brave enough to overlook the controversy, preorders for the Hibreak Dual are now open on the Bigme website (Smith, 2024).
