Korean electronics giant LG yesterday revealed the high-end LG G3 Android phone, and already two big names have snubbed the device.
Cnet reports that both EE and Phones 4U have said they won't be stocking the handset.
"The LG G3 goes head-to-head with other flagship devices that most retailers have already ranged,” IHS analyst Ben Wood said.
"LG's timing was always going to make the G3 a tough sell. There's no doubt it's an impressive device, but when the channels already have several other flagship Android-powered smartphones in their range its hard to make space for one more that in the eyes of consumers looks essentially the same.
"So it's no great surprise that the G3 is not currently selected by EE and Phones 4U, particularly as there is growing evidence that smartphone demand is weakening."
The LG G3 offers a Quad HD 5.5” screen and laser autofocusing and is being widely heralded as a potential market leading device. But it faces stiff competition from market stalwarts such as the Samsung Galaxy S5 and critics' favourite the HTC One M8.
However, fellow HIS analyst Ian Fogg thinks that LG has got its pitch wrong.
Are those features people will care about?” he asked. Differentiators like design, heart monitors, and water-resistance are very visible, but will consumers actually see the difference in the G3's screen and camera?
"LG has to prove it's got the right set of features to appeal to consumers and sell in volume. My concern is that LG may have chosen to differentiate on something that looks great on paper but is overshooting the needs of the market."
O2, Three and Carphone Warehouse have all confirmed plans to stock the device in the UK. It's scheduled to arrive in the UK on July 1st at between 400-500 SIM-free.