LG remains committed as ever to developing curved smartphones, debuting the successor to it G Flex at the Consumer Electronics Show (CES) in Las Vegas.
The device, aptly named G Flex 2, is much like the original in terms of the design, delivering a superb flexible arc that makes this device unique among its competitors.
What is different with this model is its size – it's smaller and lighter than its forerunner, making it easier and more comfortable to hold.
As for the curve, the shape is said to amplify the experience of using the smartphone, with users able to benefit from a more immersive experience.
This is complemented by a 1080p OLED touchscreen display, a marked difference from the original, which was just 720p.
Another outstanding feature of the G Flex 2 is its exterior coating, which "self heals". This means that any scratches and scuffs that occur all but disappear, ensuring that your device looks brand new all the time.
The smartphone features the Android 5.0 Lollipop, which Google has described as being a "sweet new take" on the operating system.
"It looks like LG may be leading the way when it comes to the curve," commented CNET.
"By consciously making the device higher-end, LG has given users more of an incentive to be interested.
"If the bend doesn't hook you in, what about its top-of-the-line processor or ultra-crisp display?
"But if the success of many top-tier smartphones reveals anything about the market, it's that people are more willing to pay up if the specs are right."