Huawei took aim at Apple’s iPhone 6 Plus with the addition of a ‘phablet’ to its Honor brand portfolio, even down to the name – Honor 6 Plus.

While the device was unveiled in China, the vendor launched a TV commercial for the device in Times Square, New York. Following the rollout of the Honor brand across markets including Europe, the company said that “the US market will probably be the next strategic target of Huawei Honor”.

The device has a 5.5-inch full-HD screen. The stand-out feature is the unusual camera arrangement: dual 8MP rear cameras are said to deliver a similar effect to the ‘Duo Camera‘ feature used in HTC’s One (M8) smartphone, with Engadget stating that this enables an increased pixel size of 1.98 microns for improved sensitivity and cleaner images – compared with 2 microns for the HTC device.

Honor 6 Plus also has an 8MP front-facing camera. It is powered by a Kirin 925 octacore processor (as used in several other Huawei devices), includes LTE support, and features Huawei’s standard dual-SIM arrangement – one slot doubles-up as a microSD tray.

According to Engadget, the device will come in two versions: 16GB storage, 3G only and without NFC at CNY1,999 ($323), or CNY2,499 for the ‘premium’ 4G version.