The G Flex is conceptualized as a curved smartphone; to put it into commercialization, LG has newly developed all its major components, such as LCD and battery, to be bendable in shapes. It is a paradigm shift leaving from conventional flat shape of phone design by far, and at the same time LG approaches it at a user-friendly angle to enhance fundamental usability that offers comfortable grip of handset and naturally matches the contour of a face (during calls); the vertically concave profile of display, in particular, gives the user the sense of immersion so as to more effectively enjoy multimedia.