While Apple and Samsung fans are often vocal about their chosen brand of smartphone, iPhone and Galaxy handsets have always had a similar look.
But Samsung could be about to totally change things up with their next handset.
The tech company are said to have designed a folding smartphone that offers users a two-in-one phone and tablet device.
A Samsung showcase video back in 2014 gave an indication of their aims for the concept.
Rather than working like a flip phone, the design is thought to open like a book or wallet into a wide screen.
The finished device – rumoured to be titled the Samsung Galaxy X – could receive an official reveal at the IFA technology trade show in Berlin this September.
12 years of Apple's iPhone
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Patent applications indicate that the foldable screen technology is now ready to be implemented – so we may be seeing the handset in the relatively near future.