There was a time when the smaller your phone was, the better. Now some people are hauling around phones the size of a griddle and acting like that's absolutely normal behaviour.
Samsung loves a big screen and have create such a behemoth that it literally folds in half so it can fit in your pocket. They call it the Galaxy Fold.
They boast that it can run three apps at the same time across multiple screens which is great if you love working on the go. The Galaxy Fold also comes with a 7.3-inch display and all manner of impressive features, including six cameras - three on the rear, two on the inside and one on the front of the device. It will also contain a 4,380mAh battery - one of the largest available in a smartphone.
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The price of the Samsung Galaxy Fold has not officially been released, but it is expected to cost $2,000 (£1,634) per device.
What do Samsung have to say?
DJ Koh, president and CEO of Samsung's IT & mobile communications division said: "The category-defining Galaxy Fold is a device that defies the barriers of traditional smartphone design.
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"We're excited to release this pioneering mobile technology, and allow consumers to experience it for themselves.
"Consumers have responded positively to larger screens, and the Samsung Galaxy Fold's revolutionary form factor offers a bigger, more immersive screen without sacrificing portability.
"This is what we call innovation of new mobile experience in action."
When's it coming out?
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The Galaxy Fold will be available on 6 September in South Korea, with a UK launch following on 18 September.
Controversy surrounding The Fold
Journalists who were given early access to the phones seem to be having problems with them... though it may have been their fault.
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Mark Gurman, from Bloomberg, said on Twitter that his device was 'completely broken' within two days.
However, the journalist went on to reveal he had removed a protective layer that he wasn't supposed to, thinking it was one of those films that are just supposed to keep the screen nice pre-purchase.
In a statement given to The Verge, Samsung said it would 'thoroughly inspect' problems with the device and said it would ensure users were aware that they should not remove the protective film.
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The statement read: "A limited number of early Galaxy Fold samples were provided to media for review. We have received a few reports regarding the main display on the samples provided. We will thoroughly inspect these units in person to determine the cause of the matter.
"Separately, a few reviewers reported having removed the top layer of the display causing damage to the screen. The main display on the Galaxy Fold features a top protective layer, which is part of the display structure designed to protect the screen from unintended scratches. Removing the protective layer or adding adhesives to the main display may cause damage. We will ensure this information is clearly delivered to our customers."
Whether the updated version will break or not remains to be seen.
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