LG is launching a curved smartphone in the next six months for carriers AT&T, Sprint and T-Mobile.
The G-Flex phone with curved display, which doesn't yet have an announced price, has a 6-inch, HD OLED display, USA TODAY reported.
The curving smartphone will run on Google's Android mobile operating system.
According to LG, the phone's unique shape will be more comfortable for users "because the distinctively curved, flexible design follows the contour of the face," the company said in a statement.
LG touted the curved design, which is purported to fit more comfortably into a pocket, as one that also improves video and audio quality, The Washington Post reported.
The phone will also feature QuickTheater to allow users to access photos and videos from a lock screen and a Dual Window, which can keep two apps open at the same time.
Curved phones seem to be the latest innovation in smartphone technology as companies work to maintain consumer interest.
Bloomberg reported in November that Apple was developing curved iPhone designs.
LG made several announcements at a press conference Monday, additionally detailing curved designs for its next generation of television screens. According to the company, a curved TV screen will "give viewers a better, more immersive picture and let them take full advantage of the ultra HD video that the sets are capable of displaying," The Washington Post reported.
Official prices for the new TVs have not yet been announced, but consumers should expect them to be pricey. LG's new 105-inch TV costs a cool $69,999.
Also at Monday's press conference, the company announced a partnership with Netflix. LG's other streaming partners include Hulu, Vudu and Amazon.
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