The South Korean firm has now taken its first official step toward making a truly flexible phone by revealing the new Galaxy X roll-out LED display.
Samsung showed off the new technology at the SID 2016 event in San Francisco. The Galaxy X can be rolled out - similar to how an old fashioned scroll works - but currently doesn't include a touchscreen layer.
The company didn't reveal whether it is any closer to adding in the touch control layer to the screen, but that is the big hurdle to tackle before it can feature on a smartphone.
That said, the screen is still high quality with a Full HD resolution on a display the same size as the Galaxy Note 5 at 5.7-inches and is super thin at 0.3mm.
The Samsung Galaxy S6 Edge, S6 Edge+, Note Edge and S7 Edge all use flexible screen technology to get the curved effect on the screen, but the rumored Galaxy X will be the first time we'll see a fully bendable display.
All the rumors currently point toward the company releasing its first fully flexible phone in 2017.
LG made a flexible phone in the form of the G Flex and G Flex 2, but the company is also at work on a fully bendable display similar to the Galaxy X so it may be a race to the finish to see which company can release the bendy phone first.
No matter which company wins, it'll be an exciting time for phone fans who just want to roll up their phone and stick it in their pocket.
- Check out everything we know about the Samsung Galaxy Note 6
Via Pocket Lint
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James is Managing Editor for Android Police. Previously, he was Senior Phones Editor for TechRadar, and he has covered smartphones and the mobile space for the best part of a decade bringing you news on all the big announcements from top manufacturers making mobile phones and other portable gadgets. James is often testing out and reviewing the latest and greatest mobile phones, smartwatches, tablets, virtual reality headsets, fitness trackers and more. He once fell over.