LG planned the notch design before Apple: mobile chief Hwang Jeong-hwan

LG says it had the idea of the notched display even before Apple but failed to implement it first.

  • Published: May 7, 2018 2:37 PM IST

With the launch of G7 last week, LG became the latest member of the smartphone world to embrace the notch. Since the launch of the iPhone X with a notched display, Android smartphone makers have been rushing to embrace the design. Asus, Oppo, Vivo and Huawei have all embraced the notched design.

However, all of these companies want us to believe that they had the notched design in mind well before Apple launched the iPhone X. Soon after the launch of Huawei P20 and P20 Pro in March, the Chinese smartphone maker said that it had been playing with the idea of a notched display for four years but did not have the courage to implement it. Oppo said it applied for notch-shaped full screen display patent in January last year but got the approval only in September.

Now, LG is joining the chorus, saying it planned the notched display design well before Apple. “LG planned the notch design before Apple,” Hwang Jeong-hwan, mobile division chief of the South Korean company told at a showcase event for G7 ThinQ. He added that the design might look similar to several other smartphones in the market but it comes with a completely different feature set.

Hwang says LG does not prefer to call it a notch since the word indicates something missing. Instead, it prefers to call the design as a second display, one that can show more information. Ideally, the second display branding is misleading since there is no display whatsoever, and the company abandoned the idea of the second display with V30 last year.

LG G7 ThinQ not only adopts the notch but also sticks with LCD display while major flagships are moving to OLED including its own V-series. Hwang says it would be wrong to call LG has returned to LCD. “This is part of our two-track strategy. The G lineup will stick to LCD while the V models will deploy OLED,” he told The Investor.

Hwang also added that the company did not bring its own version of animated emojis sincd it can be updated later with a software update. He says addition of these features depend on consumer response and it plans to meet the demand of consumers than copy its rivals. He also added that the company expects better sales than that of G6 and is reducing the number of markets for handset release.

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Samsung, the South Korean rival of LG, has completely overshadowed it in the mobile division. With G7 ThinQ, LG is seen to be making a comeback in the premium smartphone segment. The G7 ThinQ features a 6.1-inch LCD display with peak brightness of 1,000 nits and a notch at the top. It is powered by the Qualcomm Snapdragon 845 SoC coupled with 4GB of RAM and 64GB storage. There is also a variant with 6GB of RAM and 128GB storage called G7+ ThinQ.

With G7 ThinQ, LG has updated the camera system with dual 16-megapixel sensors at the back and an 8-megapixel selfie shooter at the front. It is IP68 water and dust resistant and MIL-STD-810G compliant. The G7 ThinQ runs Android 8.0 Oreo and is backed by a 3,000mAh battery. The UK-based retailer Clove has listed the smartphone at GBP 649 (around Rs 59,000) including VAT.

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  • Published Date: May 7, 2018 2:37 PM IST