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Samsung has finally started to make good on years of bendable concept phones, with the arrival of the first-ever commercially available flexible screen-toting smartphone, aka the Galaxy Round.

Unveiled today in a fetching shade of ‘Luxury Brown’, the handset’s major USP is a curved 5.7-inch AMOLED display that Samsung’s press release claims enables the phone to offer some “exclusive experiences”.

samsung galaxy round official

The blurb doesn’t make explicit exactly what these are. In fact, some of the marketing speak does more to obfuscate than illuminate. But the PR chatter does mention of a very Nature UX-sounding feature that enables Round users to control music and clips by tilting the handset.

We can also look forward to something called Roll Effect. This apparently takes advantage of the phone’s “unique curved display” to allow users to “check information such as date, time, missed call and battery easily when home screen is off”.

Elsewhere, the Round’s spec sheet is pretty much business as usual for a top-end Samsung kit. Think: Android Jelly Bean out of the box, a 13-megapixel rear-facing snapper and a 2.3 GHz quad-core processor.

The handset, which will go on sale initially solely in Samsung’s domestic market of Korea, will also come in 32GB and 64GB flavours and is powered by a 2,800mAh battery.

Pricing has yet to be announced. But previous rumours suggest that you shouldn’t expect to pick up the Galaxy Round cheaply.

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