HONG KONG, April 7, 2015 /PRNewswire/ — One of the China’s most popular online video sites, Le Holdings (Beijing) Limited (Le Shi), has officially invited the press in early April to an announcement themed "From 1984 to 2015" at which the firm will unveil its Super Smartphone that will bring about unprecedented changes to user experience and the way the industry operates. The announcement will start at 14:00 on April 14 at the MasterCard Center in Beijing, China.

The theme "From 1984 to 2015" represents a new milestone in 2015. "While Apple’s announcement of its Macintosh computer in 1984 was seen as the beginning of a new age, Le Shi’s announcement of its Super Smartphone in 2015 will "overturn" Apple — the one who originally overturned — by bringing smartphones over to the new "Ecological Age," remarked Le Shi’s Chairman Jia Yueting.

Le Shi’s Chairman on Weibo: An invitation to break boundaries

That particular theme and its implication are also echoed in Jia’s media invitation to the announcement from his Weibo account. He includes a graphic piece in which the "App" in "Apple" is crossed out, with only the "le" in "Le Shi" left untouched.

Jia’s Weibo invite themed "No Ecosystem Nothing Super" reads: "our time is changing; roles have changed but our spirit never changes! From 1984 to 2015, Le Shi invites you to #BreakBoundaries, EcologicalOverturn#; see you at 2pm on 4-14."

The Chairman has proactively publicized the concepts behind the new smartphone and questioned Apple’s industrial design and its closed system after his surgery to cure Thymoma in November 2014, though he has not made any public appearance since then.

The new, transformative Eco User Interface of Super Smartphone

While high-performance, gorgeous appearance, a focus on the service-first ecological mode, and unrivaled features — such as all-metal bodies, no-frame industrial design, Qualcomm’s flagship 810 chipset, HiFi stereo components, and the highest-resolution camera — will enable Le Shi’s Super Smartphone to surpass offerings by major competitors, the core edge of the Super Smartphone is the EUI (Eco User Interface) system.

"An interactive system between users and ecosystem, EUI is cross-ecology and across terminals’ central nervous systems. EUI re-defines smartphone’s UI system, allowing smartphones to move from the intelligence age to the ecology age," said Le Shi.

EUI will also act as the core of a complete ecosystem that transforms the existing hardware-software integrated smartphone.

"Numerous new players have entered the smartphone market, but nobody seems to put users’ core benefits first," Jia pointed out. "At Le Shi, we firmly believe that only the ecosystem of platform+content+terminal+applications will bring changes to user experience and the way the industry operates."

About Letv

Founded in November 2004 by Jia Yueting, a celebrated pioneer in China’s Internet landscape, Letv Group is committed to creating the "Letv Ecosystem," a next-generation Internet engine that is vertically-integrated to offer an online platform completed with content, terminals and applications. The Group is engaged in a rich array of businesses, spanning from Internet TV, video production and distribution, smart gadgets and large-screen applications to e-commerce, eco-agriculture and Internet-linked super-electric cars, which were launched in late 2014. The Group comprises a number of subsidiaries, including Letv.com, Leshi Zhi Xin, Le Vision Pictures, Wangjiu.com, Letv Holding, Letv Investment Management and Le Mobile. In 2014, the aggregate sales of the Group amounted to approximately RMB 10 billion.