After what seemed like forever, Samsung finally unveiled a prototype device featuring the company's Infinity Flex Display today at its Developer Conference in San Francisco, and it seems that the wait was worth it.
The collaborative approach also makes Samsung different from Apple, which usually keeps unfinished new technologies under wraps.
But it's not clear whether flexible-screen phones will have mass appeal, especially when the bendy devices are expected to cost more than $1,000.
Samsung is planning to revolutionise the smartphone industry - and notched displays could be first on the chopping block. "There's lots of challenges we need to overcome together", said Koh.
'It's an exciting concept and we expect to see foldable products from several Android manufacturers, ' Dave Burke, vice president of engineering for Android, told a Google conference on Wednesday.
"Broadly, there are two variants - two-screen devices and one-screen devices". Part pocket-size flip phone, part tablet, it's the most interesting idea I've seen in smartphone design for years. Reports also suggest that the new smartphone will feature an OLED screen and will be powered by an intel chip.
"Find and focus on the content you want easily, "Samsung's official website reads, "The decluttered screen shows relevant information with each tap, so you only get the essentials, one at a time". When folded in half, a second screen on the outside means it can operate like a pocket-friendly smartphone.
Denison on stage also showcased a brand new Samsung smartphone which utilises the Infinity Flex technology.
It's about time for something new in phones. In phone mode, you can scroll through the news app like normal.
The conference will take place in San Francisco over two days: November 7 and November 8. One big backer has already signed on: Google said today that its Android OS will support foldable phones through upcoming user interface changes.
Samsung will not be the first to introduce a foldable device however.