Over the years, every so often, companies come along with a bold proclamation: The smartphone was designed wrong. Never mind that it's the most popular device ever created, or that it's occasioned countless markets and upended the way we live. What if it looked like, you know, something else? Usually such proclamations come from some dude with a Kickstarter, or as a Hail Mary from a flailing company. But now ZTE—the world's fourth-largest phone maker—has something.

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