Be ready for phones that are modest beyond the tentpole 3D feature. The Io 3D centers on a 5.45-inch, 1,440 x 720 display, a quad-core 1.3GHz MediaTek processor, 2GB of RAM, 16GB of expandable storage, a rear 8-megapixel camera and a front 2-megapixel cam. Move to the Io Pro 3D and you'll get a 6-inch 2,160 x 1,080 display, an eight-core 2GHz MediaTek chip, 4GB of RAM, 64GB of expandable storage, a hybrid 13MP and 2MP rear camera system and a front 8MP shooter. Don't expect excitement when you're not gawking at 3D footage, then, although you do curiously get a year's worth of health care services and insurance coverage (including death) for free.

The price is competitive, at least. You can order the Io 3D now for $200 (£140), and the Io Pro 3D for $300 ($250). There's also a plain 2D phone, the 5-inch Io Light ($90) for those that only need the basics. They may be tougher sells when handsets like the Moto G7 are more powerful overall, but consider this: if you ever lose interest in the 3D, you're out considerably less money than you might be otherwise.