Samsung have unveiled the world's first smartphone to come with a curved display screen.
The Galaxy Round features a gently rounded 5.7in (14.5cm) display which apparently provides a "a comfortable hand grip feeling to users, and exclusive experiences of a curved display".
But despite being a pioneering design, the Galaxy Round isn't expected to do particularly well.
Hana Daetoo Securities analyst Nam Dae-jong, said: "It's a step forward for having unbreakable gadgets and flexible devices eventually.
"But for now, the new phone is more of a symbolic product."
Samsung are working towards products with flexible displays which they hope could reinvigorate smartphone design as well as opening up possibilities for the fledgling smartwatch market.
The South Korean company's Galaxy Gear watch has a 1.63-inch flat screen but bendable screens would enable a watch with a display that could wrap around the wearer's wrist.
As yet the Round will only be available in South Korea with no plans to launch elsewhere.
Samsung along with LG already make TVs with curved screens to give a more immersive viewing experience although this is unlikely to be much use on a mobile device.