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R1 is Smartisan's latest flagship product. The designers sought to both stick to the minimalism style of Smartisan Technology and at the same time provide the most premium possible industrial design for their customers. The major trend of the industry is the adoption of the "notched" display. While Smartisan have no intention of mindlessly following such a trend, they do see a major improvement in utilizing such design. Thus, unlike their competitors, their tried to achieve a smallest-in-the-industry upper notch, and integrate the front-facing camera into the display in a visually pleasing way.