But how to stand out?

“It’s easier said than done, but we’re trying.”

In Apple’s most recent quarter, iPhone sales were responsible for much ofits $11.1 billion profit.

“We want to make the customer feel like a part of this company,” he said.

“It starts with being honest.”

“Anybody can pay a lot of money and get sales,” Pei said.

Updated at 7:54 a.m. PTto reflect OnePlus 2 phone prices for those with an invitation to buy one.