Samsung Display, an arm of Samsung Electronics which makes displays for various devices, has filed a trademark application for an unusual name — Iris Ring. The application was filed in South Korea last week.

While the trademark application doesn’t reveal the potential use-case of this new branding, the company has reportedly confirmed that it for its punch-hole cutout on the displays that houses the front-facing camera sensor.

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The South Korean giant has also said that it has received the Hole Area Clarity verification from the Underwriters Laboratories (UL) for no color difference in the areas around the punch-hole cutout on the screen.

Samsung first used the punch-hole cutout for the front-facing camera sensors on the Galaxy S10 series. Currently, the company is calling it Infinity-O branding. It is now yet clear which branding will be used going forward and if the newer Iris Ring is used, it remains to be seen what happens to the Infinity-O branding.

With the new branding for the punch-hole cutout, we can also expect a new display technology from the company for its upcoming premium flagship smartphones. However, it’s just speculation at this time and nothing has been confirmed by the company.

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While the industry is yet to fully milk the display notch or waterdrop notch designs that have been gaining grounds in recent times, a ewinnovation seems to be in the offing. Recently, Samsung was rumoured to be working on an Infinity-O display design which would create a higher screen to body ratio with much more trimmed down bezels. The Korean giant was later rumoured to have started mass production of the display panels. Later on, Huawei was also rumoured to be working on the same display style. A Huawei model said to be the Nova 4 was spotted in a leaked picture recently with the same design. 

Right now, an official Huawei poster teasing the display with an opening on the screen for the selfie camera has leaked. The poster which was obtained by GSMArena urges us to take One Step Further to See the Future. The icture is that of a bright sky with the moon signifying the hole in the display similar to Samsung’s Infinty-O opening. The poster also suggest that the device will drop in December.

Read Also: Samsung reportedly kickstarts mass production of Infinity-O displays

If indeed Huawei launches the device in December, it would beat Samsung to hod the record as the first OEM to launch a model with a hole in the display. The hole will obviously house the seflie camera and on the leaked render, it is on the same line as the network and notification icons. The position of the hole should be less distracting compared to a notch but the phone’s software should behave the same way it does for notched phones i.e black bars at the sides when watching a video. We may still have to wait for more details to emerge.

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Most phone manufacturers have a name for their 18:9 (and similar) displays. LG calls its own FullVision Display, Huawei calls its own FullView Display, Motorola calls it MaxVision Display, and Samsung calls it Infinity Display. Samsung seems to have developed new versions of the Infinity Display judging from recent trademark application filings.

The applications were filed at the United States Patent and Trademark Office on October 30, 2018. The applications reveal Samsung wants to trademark the words Infinity Flex, Infinity-O, and Infinity-U.

It is easy to tell that Infinity Flex is definitely the name of the display for its foldable smartphone. However, Infinity-O and Infinity-U are much harder to decode. If we were to take a guess we would say they Infinity-O is related to the display with a hole in it for a camera while the Infinity-U is related to the unbreakable display it developed a few months ago.

Samsung is supposed to announce details of its foldable phone this week and based on the above, we know the display will be called Infinity Flex. The phone itself is said to be called the Galaxy F. The announcement will enable app developers to get an idea of what the device looks like and how it works to enable them to begin to make apps for it.

READ MORE: Samsung Mobile’s twitter account picture hints at Foldable smartphone launch soon!

The Galaxy F is said to have a 7.3-inch display when laid out flat and folds into a 4.6-inch phone. It has also been reported that it runs a special UI co-developed with Google.

(Via)

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