No sooner had rival LG announced it was beginning to manufacture flexible screens for use in mobile phones and other devices than Samsung decided to announce it's actually producing phones with a curved - though not necessarily flexible - displays.
Samsung's phone, is called the Galaxy Round, and for the moment it's going to be marketed only in South Korea, where Samsung says it will go on sale today.
It has not revealed plans for marketing the phone in the US or any other countries. Price has not been announced, but is expected to be above US$1000.
The Galaxy Round has a 5.7-inch display - though it's not clear if that's a ruler-straight diagonal corner-to-corner measurement, or if the measuring tape actually follows the curve.
The phone will run Android 4.3 Jelly Bean on a 2.3GHz quad-core processor, will have 32GB or 64GB of internal memory and a 13MP camera.
Benefits of a curved screen have not been explained by Samsung, other than to say it lends itself to easier one-hand operation.