LG G6 may not have the modular design of its predecessor, but it does bring something new to the table. While the current industry standard for screen aspect ratio is 9:16, LG is challenging that by outfitting its next flagship handset with a unique display that boasts of a 9:18 aspect ratio. Right away, it’s easy to see that this ratio can be broken down to just 1:2. But does LG have a new strategy with this fairly unique display technology?

Citing LG’s Korean blog this Thursday, Phone Arena discussed what this 9:18 aspect ratio really entail and how would this impact the way users view the G6. According to the tech news site, the 9:18 display, which LG intriguingly labeled as “FullVision,” has three advantages compared to the other aspect ratios used by rival companies. 

The first advantage as pointed out by LG is the “differentiated experience” this type of screen gives when consumers use the G6 to surf the web and watch video clips. As mentioned earlier, the industry standard right now is 9:16, so most sites and services, including YouTube, follow this ratio to a T. What LG promises here, however, is a tailored experience that will bring 16:9 videos and content to seamlessly fit the 9:18 aspect ratio. Perhaps the reason why it’s called FullVision is because consumers won’t see dead pixels or black bars on either side of the screen when a specific content is viewed in horizontal mode. 

LG acknowledged how the new aspect ratio brings extra real estate, so it’s making the most out of this by modifying its camera UI. It is important to note at this point that the lenses would still stick with the 9:16 and 3:4 aspect ratios for the photos. There’s no 9:18 aspect ratio for photos here, but LG has found a way to enhance the user interface of the camera app with FullVision. There’s this 1:1 format that users can try when taking pictures. When this is turned on, the screen is divided into two squares in vertical mode: the top square is for the lens when shooting photos and the bottom square is for the pictures taken. This means users won’t have to exit the camera app anymore just to view what they have captured.

Having a 9:18 aspect ratio would also mean a slight difference on the GUI of the G6 as compared to that of the G5 and other smartphones out there. LG is banking on a better multitasking experience to lure consumers to the G6. The company said that FullVision will allow for the perfect side-by-side multitasking experience when running two apps simultaneously. Not only that, some apps have been tweaked to take advantage of the new screen. For instance, the calendar app will place a calendar on the left and display the detailed itinerary of the user on the right, as per Mashable

LG’s FullVision is far from being just a gimmick to attract buyers. For one thing, the 9:18 aspect ratio is a product of the company’s decision to increase the screen real estate and minimize bezels for a more display-focused handset. Another reason behind the conception of this display is the fact that LG believes the 9:18 aspect ratio is the best setup for watching cinematic content on a smartphone. LG Electronics Mobile Communications Company President Juno Cho even revealed that FullVision “was inspired by the philosophy of experts in the movie industry who believe that an 18:9 ratio screen would be the best solution for viewing both old and new cinematic content in the digital age.”

LG is taking the wraps off of the G6 at the Mobile World Congress in Barcelona, Spain on Feb. 26. Do you think LG will realize its goal of kicking off an era for smartphones with 9:18 aspect ratio? Sound off in the comments below.