Smartphone brand Motorola has been criticised for revealing a â€œshamelessâ€ copy of the iPhone X as its new model.
Many phone-makers have copied the look of the iPhone X, which has a smaller bezel around the screen and a â€œnotchâ€ at the top that houses a camera.
However, reviewers said the new Motorola P30 was a â€œbrazenâ€ and â€œegregiousâ€ rip-off of Appleâ€™s flagship device.
Lenovo, which owns the Motorola brand, has not yet responded to the criticism.
Motorola was a pioneer in the mobile phone industry, but its sales fell in the smartphone era and its handset division was sold to Google in 2012.
The division was then sold to Chinese computer firm Lenovo in 2014, where it has continued to produce smartphones running the Android operating system.
Commenting on the similarity between the Motorola P30 and the iPhone X, technology blogger Marques Brownless call it the â€œmost shameless rip yetâ€.
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News site Mashable said Motorola â€œeven went so far as to adorn the screen with a wallpaper thatâ€™s a dead ringer for Appleâ€™s default wallpaperâ€.
News and reviews site Technobuffalo said the design was an â€œegregious cloneâ€ that was â€œnearly impossible to distinguishâ€ from the iPhone X.
Tech news site The Verge pointed out that Googleâ€™s image recognition algorithms described photos of the P30 as â€œiPhoneâ€.
â€œThe growing number of identikit smartphone designs is a depressing trend and itâ€™s little wonder consumer apathy is on the rise and replacement rates are slowing,â€ said analyst Ben Wood from the CCS Insight consultancy.
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â€œOne starts to wonder whether Jony Iveâ€™s design group at Apple has become the de facto owner for the reference design for all high-end smartphones.
â€œPhone makers need to innovate and find ways to differentiate if they want to maintain consumer desire to upgrade their phones,â€ he told the BBC.
On Thursday, Lenovo posted an operating profit for the first quarter â€“ after making a loss the previous year.
Bloomberg attributed the rise to an increase in sales, but also cost-cutting measures in its mobile division.
Lenovo plans to sell the Motorola P30 in China, but has not announced its availability in other countries. The device is expected to cost about $350 (Â£275) â€“ less than half the price of Appleâ€™s flagship device.