In an Ad for Windless Air Conditioner

A full-screen smartphone that appears in Samsung Electronics' windless air conditioner ad

Samsung Electronics has recently given a glimpse of a full screen phone in an airless air-conditioner ad, drawing attention from industry watchers and consumers. China's Xiaomi and Oppo also presented images of their full screen phones in 2019.


A full screen is implemented through under display camera (UDC) technology. This technology allows you to place a camera under a display and use the entire front as a screen without a camera hole. The camera is revealed only when a picture is taken.

Smartphone manufacturers have made various attempts to implement a full screen. China’s Oppo and Vivo introduced a pop-up camera, which goes up and down whenever necessary. Samsung Electronics has also released the Galaxy A80 with a rotating camera.

Industry observers believe that a true full screen era will begin only when a UDC smartphone is released. Oppo unveiled a prototype UDC smartphone at Mobile World Congress (MWC) 2019 Shanghai in June 2019. However, the prototype was not commercialized, and experts said that it had much room for improvement.

Samsung Electronics continues to develop UDC technology. Recently, a terminal with UDC technology appeared in an airless air-conditioner ad, fueling the rumor that UDC technology will be applied to the next Samsung models including the Galaxy Note 20 or the Galaxy Fold 2.

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