Monday, LG officially unveiled their newest flagship smartphone, the LG G Flex.

Following the unveiling of Samsung’s Galaxy Round two weeks ago, the G Flex is a curved smartphone that has the opposite design from the Galaxy Round, curving from top to bottom instead of from the side to side. As CEO of LG, Jong-Seok Park said “[this] is the best representation yet of how a smartphone should be curved.”

Taking major design cues from the LG G2, the G Flex has the power and volume buttons located on the rear of the phone along with the phone’s 13 megapixel rear facing camera. Such design may take some time getting used to. However, it provides LG with the opportunity to decrease the size of the phone’s bezel and prevents accidentally shutting off the phone. As LG likes to say, such curvature provides you a mini IMAX movie theater in your hand.

The phone supports a 6-inch 1280-by-720 P-OLED display which is powered by a 2.26GHz quad-core Snapdragon 800 processor. Also found in the phone is a 450 MHz Adreno 330 GPU and an expected 2GB of RAM. In addition, the phone will run Android Jelly Bean 4.2.2.

Just like Samsung, LG is testing the market by only releasing the phone in Korea and may release it to additional countries soon. With LG mass producing the world’s first flexible OLED smartphone display, could we see a switch from the battle against Samsung and Apple to Samsung and LG? With Samsung owning more than 50% of the smartphone market, only time will tell how well the curved smartphones will take off.