After disrupting the smartphone market, Chinese smartphone maker OnePlus is eyeing another product category. The company is working on OnePlus TV, its new smart television project.

OnePlus TV TeaserOnePlus Founder and CEO, Pete Lau, will lead the new division alongside the existing smartphone division, bringing with him more than 20 years of success in the smartphone and Blu-ray player industries.

“I dream about a time when technology is truly seamless, an effortless part of your life without being the focus. As other consumer electronics have evolved and improved our lives, televisions have remained conventional and cumbersome,” said Pete Lau, OnePlus Founder and CEO. “We bring inherent advantages to the industry, and with this new division, we’re excited to explore the total connected user experience that can enhance everyday life.”

It is a natural extension for OnePlus to address gaps in the television industry, which it tackled in the smartphone market – balancing high-quality hardware with the latest in technology, developing a seamless user experience, and crafting hardware that is minimalistic and timeliness in design.

“For most of us, there are four major environments we experience each day: the home, the workplace, the commute, and being on-the-move. The home – perhaps the most important environment experience – is just starting to enjoy the benefits of intelligent connectivity. Something that seems as simple as displaying the photos from your mobile phone to a television is still difficult to achieve. With the development of AI technology, our imagination is endless – and we are looking forward to the future.” said Lau.

OnePlus might launch its new OnePlus TV soon. The company might launch the smart TV next month along with OnePlus 6T product launch next month.