The OnePlus 6T launch has been moved to avoid clashing with the just-announced Apple event, at which the tech giant is expected to unveil additions to its iPad range.
The 6T was due to launch on 30th November, but then Apple went and announced it was holding an iPad Pro and Mac launch event that very day.
Most likely mindful of how Apple tends to hoover-up tech headlines, OnePlus has brought its event forward a day to 29th October, which is a week today.
OnePlus CEO Pete Lau wrote a blog post explaining the decision.
He said: “In any pursuit, you can only play the cards you are dealt.
“We were dealt a pretty bad hand. Our challenge was to find a way to make the most of a bad situation.
"For months on end, hundreds of people have poured their hearts and souls into creating our best product to date.
"Our goal is to make sure it gets the time and attention it deserves.”
He added that the firm consulted the press and its community members before making the tough decision to move the event.
OnePlus sold tickets for the product showcase, with over 1,000 attendees already confirmed.
The firm has offered to refund fans who are unable to make the launch, and to cover the costs of any having to change their plans in order to attend.
The 6T will have a fingerprint scanner built into the screen, which will allow the whole front of the phone to be taken up with a display.
It’s also rumoured to have a tiny notch, housing the front-facing camera and a Night Mode for better results in low light.