In mid-December Patently Apple posted a report titled "Apple Supplier LG will Reportedly Launch two Scrollable Styled Smartphones in H1 2021 as the Trend gains Momentum." The report noted that the Chinese smartphone maker Oppo was first to announce that they'll be introducing a new smartphone form factor sometime in late 2021. Then came the surprise that LG  is likely to deliver the market's first scrollable smartphone sometime in the first half of this year.

Today, LG began their CES 2021 keynote with a brief video teaser of the scrollable phone in action as presented below. Watch the height of the smartphone gradually increase as the presenter speaks. Don't blink or you'll miss it.

At present, Apple has a number of scrollable/rollable smartphone patents on record (01, 02, 03 and 04) as does Samsung (01, 02, 03 and 04). Most have been portrayed awkwardly in patents resembling ancient scrolls except for the image below from Samsung.

In theory the scrollable display appears to more practical in providing users with a larger screen by scrolling it out rather than unfolding Samsung's Galaxy Z fold smartphone that leaves a noticeable crease mark in between the two sides of the display.  

Will the new form factor win out over Samsung's Galaxy Z Fold and Microsoft's dual display Surface Neo smartphone form factors? While it's too early to call it just yet, we should know the answer to that by year's end.  

Where is Apple in all this? Thus far, beyond filed patents, it's been rumored that Apple has been experimenting with a foldable device that could be out as soon as 2022. Though it's hard to get too excited over a single rumor.