Those of you old enough to vividly recall the age of the 'feature phone' will no doubt have fond memories of the weird and wonderful range of devices produced by the likes of Nokia, Sony Ericsson, LG and Samsung.
We had flip phones, swivel phones, gaming phones, music phones and much more besides, with each product trying its hardest to differentiate itself from the competition and offer something truly unique; a hook that would make it more appealing than its rivals.
Those days are long gone, and the smartphone market is far more homogenized these days; phones are almost indistinguishable from one another thanks to the fact that the screen has become our primary means of interaction.
There's only so much you can do on a design level when the front of your device is taken up almost entirely by its display.
This paradigm shift occurred when Apple launched its first-generation iPhone back in 2007; while it was far from the first company to dream up the concept of a handset with a screen and no keypad, it pushed the market irrevocably in that direction, triggering one of the biggest design changes the mobile tech industry has ever witnessed.
Go big or go home