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Why People Who Don't Know Anything About Industrial Design Think Smartphones Will Always Be "Thin Glass Rectangles"
If we look past our own ignorance, we will realized that in many other ways Apple is behind in their smartphone ID.
As far as curved glass goes, its already here. The Lumia 920 has it and its not exactly what you think it is. I believe you meant flexible screens which apple has nothing to do with.
The idea of just looking at what Apple does is tunnel vision.
http://www.engadget.com/2013/02/12/lg-reveals-5-5-inch-optimus-g-pro-design-with-curved-glass/
I'm just waiting for someone to develop a seamless phone.
No speaker holes, bone conducting.
Wireless charging, no usb port.
Some form of touch or grip waking so power and volume buttons are all capacitive.
Look at the Kickstarter "World's Thinnest Watch" project. There's no need for the display to be as big as it is. They could have made it almost invisible- certainly make it stand out less. But they realized that people would not have sponsored it as enthusiastically.