Samsung is famous for their Infinity Display, Apple for its Super Retina display and Vivo for introducing the in-display fingerprint sensor.
But we can forget about all of that, because Xiaomi has just one-upped everybody: by introducing a concept smartphone that has a display that wraps around the entire device.
That's right; all the way around.
Called the Xiaomi Mi Mix Alpha, the Chinese smartphone brand has taken the whole 'waterfall display' trend to a whole new level by technically making the whole smartphone a giant touch screen.
According to a report by The Verge, the smartphone's screen-to-body ratio is 180 per cent, with the screen -- which they are calling "surround screen" -- wrapping around to the camera module at the back.
Because there's literally nowhere to put the physical buttons like the volume and power button, it will be shown on the side of the phone instead.
The front-facing camera is noticably missing too, because with a smartphone made almost entirely out of a screen, you could just flip your phone around and use the rear display to see what your pictures look like.
Speaking of pictures, the cameras are reportedly pretty powerful too.
The Mi Mix Alpha is said to boast a 108MP main camera (reportedly made in partnership with Samsung), as well as a 20MP ultra-wide camera and a 12MP telephoto lens.
Under the hood, it is said to run on a Qualcomm Snapdragon 855+ processor with 12GB of RAM and 512GB of storage. It also supports 40W wired fast-charging and 5G connectivity.
And because the entire phone is basically just a giant screen, it boasts a 4,050mAh battery.
If you're already thinking about breaking the bank to get this phone, we have some bad news for you.
Xiaomi has called the Mi Mix Alpha a "concept smartphone", which means that it won't be mass produced for the time being.
It will, however, go into small-scale production later this year and go on sale in China for around 19,999 yuan (RM11,750).
What do you guys think? Do you love it or hate it? Let us know in the comment section below.