Last week, Huawei unveiled the Mate XT, the world’s first triple-screen foldable phone. Samsung may be the first to market with another innovative form factor, however.

Samsung is developing a rollable phone with a 12.4-inch screen when unfurled, according to Elec. This would be much larger than existing foldable phones and larger than the Mate XT’s 10.2-inch display. There is also said to be an under-display selfie camera on the phone.

According to the outlet, Samsung could launch its rollable phone in the second half of 2025, making it the first company to do so.

A company insider told The Elec that Samsung’s mobile division is focusing on cost-cutting to increase profits. Some enthusiasts won’t be surprised by this since the company has historically been very conservative about updating its smartphones every year. It is particularly evident in the foldable segment, where Samsung has lagged behind rivals in terms of design, battery capacity, and camera hardware.

Other sources, however, claim that Samsung has decided not to produce dummy phones for retailers any longer. Another cost-cutting move, it appears.