John Sculley, former CEO at Apple, has unveiled a smartphone line running on Android called Obi Worldphone in a global launch in San Francisco Friday. The launch included two devices, the SF1 and SJ1.5, both aimed at the emerging markets, particularly in Asia, Africa and the Middle East.

Sculley explained that the philosophy behind Obi is not guided by the manufacture and sale of cheap and substandard devices. He argued that the value proposition for his company's handsets is a low-cost device that comes in better and even premium specs.

"Our differentiation is no-compromise, beautiful design," Sculley said in The Verge report. "They have to not just look cool, but be perfect in terms of fit and finish."

The devices - both sporting 5 inch-displays - did look impressive, and Obi has Ammunition Design Studio to thank for it. The company is also responsible for the design of Beats headphones, according to Android Police. 

Obi's flagship device is the SF1. Its design recalls the Lumia phone with its curved and rectangular form factor. Users can also find some Apple influences, particularly in the handset's minimalist orientation. It also features a "floating" 1080 x 1920 pixel display set over a fiberglass unibody. It has impressive specs including Snapdragon 615 processor, 3100mAH battery and 3 GB RAM, which trump those found in mid-range Android phones these days.

The SJ 1.5 packs weaker internals with a measly 1GB RAM and a Mediatek processor, though it could perform just as well since it has a 720 x 1280 pixel display. The polycarbonate plastic chassis, however, shows some promise. It comes in different colors and is angled at the top but curves gracefully at the bottom.

The Obi SF1 and SJ1.5 smartphones will be available in October and will retail for $199 and $129, respectively. However, it will not be sold in the U.S.

"Very few people have been able to crack into the U.S. market, where you've got dominant brands, well-established here," Sculley said in Fast Company interview.