LG today announced it will begin mass production of the “world’s first” flexible OLED display for smartphones. Earlier this year, LG rolled out a curved 55-inch OLED TV display.

“The flexible display market is expected to grow quickly as this technology is expected to expand further into diverse applications including automotive displays, tablets and wearable devices. Our goal is to take an early lead in the flexible display market by introducing new products with enhanced performance and differentiated designs next year,” Dr. Sang Deog Yeo, executive vice president and CTO of LG Display said in a statement.

Reuters indicated that LG has plans to launch a smartphone wearing the new flexible display as early as November.

Rumors have begun circulating that Samsung this week will unveil its own curved-display smartphone dubbed the Galaxy Round. The same reports have suggested LG’s curved-display device will be named G Flex.