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.
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.
LG are also thought to be working on similar folding screen tech.
Meanwhile, Apple are said to be unveil the iPhone Edition later this year, marking the tenth anniversary of their revolutionary mobile.