You’ve probably already heard of TCL thanks to their surprisingly good Roku-powered TVs, but you’re much less likely to think of them as a phone manufacturer. That’s because while TCL has certainly made its fair share of phones over the years, it’s tended to put other brands’ names on them, like the BlackBerry Key2.
That makes the $449 TCL 10 Pro a little bit special because this is a big attempt from the company to make a name for itself in the world of smartphones. TCL’s logo is right there on the back of the device and, thankfully for TCL, it makes a great first impression thanks to a big screen, minimal bezels, and a sleek camera array.
In the world of TVs, TCL’s logo has become a signifier of affordable quality, and it seems to be going for the same result in smartphones. But its modest $449 price tag means the TCL 10 Pro is launching into an increasingly crowded segment that includes the likes of the Samsung Galaxy A51 and Apple’s new iPhone SE. Good first impressions aren’t enough if this phone wants to be competitive when it launches on May 19th in the US, where it’ll be available unlocked on Amazon, Best Buy, and Walmart, but not through any of the carriers.