At this year’s Mobile World Congress (MWC) in Barcelona, a refreshing wave of innovation and creativity swept through the smartphone landscape, shaking off years of design monotony. For anyone who’s grown weary of the predictable, slab-like phones dominating the market, this new era promises something far more exciting. My hands-on experience with the Nubia Z80 Ultra—an Android phone from Chinese manufacturer ZTE—offered a vivid glimpse into this emerging trend. Unlike the usual black, silver, or white plastic or metal slabs, the Z80 Ultra’s rear panel dazzled with an iridescent electric blue surface, adorned with a billow of gold reminiscent of Vincent Van Gogh’s Starry Night. This was no phone case but an integral part of the device itself—a bold artistic statement that captivated me from the moment I saw it.
For years, the smartphone market has been dominated by Apple and Samsung, whose devices have largely stuck to familiar designs. Smaller manufacturers often played it safe, mimicking these giants’ offerings while competing mainly on price. Even when manufacturers experimented with color or modular concepts, these efforts rarely broke free from the bland formula. Google's Project Ara and Motorola’s Moto Z modular phones, for example, never gained significant traction. As a result, the market suffered from a pervasive dullness, both visually and experientially.
However, the tide seems to be turning. The foldable phone revolution has challenged traditional notions of what a smartphone can be, ushering in designs that fold like books or flip like classic phones, but with a modern twist. This renewed willingness to question the status quo is a refreshing departure from the decades-old slab blueprint popularized by Apple’s original iPhone. At MWC, a wide array of phones from both big and small brands showcased this shift, making it an ideal time to take stock of the current design landscape.
Starting with the industry’s heavyweights, Apple launched its iPhone 17E in early March. True to form, the device sticks to the company’s tried-and-true design language: a slim, elegant slab available in black, white, and a faint pastel pink. Meanwhile, Samsung refreshed its flagship Galaxy S series with the S26 lineup, which looks strikingly similar to last year’s models. In a surprising move, Samsung also announced it would discontinue the Galaxy Z TriFold, its ambitious three-panel foldable phone that unfolded into a tablet-sized screen, although the Galaxy Z Flip and Fold remain available.
The real excitement, however, came from smaller brands showcasing their willingness to experiment with bold and novel designs. ZTE’s Nubia phones demonstrated a range of creative approaches, from the art-inspired Z80 Ultra to the gaming-focused Neo 5. Tecno also impressed with modular phone designs that allowed greater customization and flexibility. Honor’s Magic V6, with a striking crimson vegan leather back, stood out for its luxurious and tactile craftsmanship. My colleague Patrick Holland noted that the Motorola Razr Fold’s silky, soft feel might be its standout feature—underscoring how material experimentation is becoming an important aspect of phone design. Motorola, it turns out, has long flirted with unique materials, having previously experimented with fabric and even wood finishes.
One of the most captivating exhibits at MWC was Honor’s Robot Phone. This device incorporates a pop-up, self-aware, gimbal-mounted camera—a fascinating fusion of robotics and mobile technology. It’s a radical reimagining of the smartphone form factor, signaling Honor’s desire to innovate beyond the conventional. Thomas Bai, Honor’s Robot Phone expert, described the device as a new species of smartphone, reflecting the evolution of technology and the need to redefine what phones can be. The cheeky, protruding camera gives the phone a playful personality, and while it is not yet on sale, its very existence speaks volumes about Honor’s design ambitions.
This contrast highlights a broader trend: larger, mainstream companies tend to avoid design risks, favoring safe, incremental updates that appeal to the mass market. Meanwhile, smaller companies, eager to carve out their own identities in a crowded marketplace, are embracing bold, unconventional designs. This dynamic mirrors an earlier era when market leaders like Nokia and Sony experimented with sliding, swiveling, and uniquely shaped phones featuring unusual keyboard layouts—designs that have since faded from mainstream view.
Among these innovators, the British startup Nothing stands out for its distinctive approach to design. Rejecting the prevailing minimalism that dominates the market, Nothing embraces a nostalgic Y