We don’t think Apple can take LG to task for stealing their phone design with the launch of the first ever vertically curved smartphone, the G Flex. The new gadget comes with a curved 6-inch, 720p OLED display that – unlike the Samsung Galaxy Round, bends from top to bottom instead of horizontally. LG claims that the impetus behind the design was optimization of fit to the “average face,” delivering better voice and sound quality while also offering a better grip and viewing experience when watching in landscape mode. Inside, the Flex runs a Snapdragon 800 processor with 2GB of RAM and a 13-megapixel camera. Not enough innovation for you? Well, perhaps LG’s “self-healing” elastic coating will do it for you, where minor scratches and nicks will disappear on their own. The Flex will kick-off in Korea next month with further releases around the globe in the weeks to come.