We've already seen the cool bendable AMOLED displays Samsung has teased us with. Now, it's officially launched the brand that'll make them up: it'll be known as YOUM and has been registered as a trademark too.
As well as being thinner and lighter than what's gone before, Sammy promised the screens will be 'unbreakable'.
Here's the techie bit: it's all about lawyers. Normally, an LCD screen would have six layers (four actual layers plus two glass layers). An OLED panel would have four (two consisting of the glass.)
The glass keeps them rigid but also means there is more scope for damage. The YOUM panels will, instead use film-based encapsulation and TFT layers meaning they're a little more durable.
We're told the first bendable products will land later this year. Can't wait.