Leather cover on LG flagship device
LG has made its latest move in the smartphone market by announcing a new flagship device that comes with a genuine leather rear cover.
The new LG G4 has been created, the firm says, to break the chain of "cold, metal designs" in smartphones. The likes of the Apple iPhone 6, Samsung Galaxy S6 and HTC One M9 all come with predominantly metal bodies.
The new device was unveiled for the first time at a media event in London.
Juno Cho, LG's president said: "We are living up to our promise of innovation for a better life with a fashionable, premium smartphone that is more focused on delivering a balanced user experience that can compete with the best of the best.
"We wanted to give consumers a truly human-centric device that combined the analogue sensibilities with technologies that delivered real world performance. From the design to the camera to the display to the UX, this is the most ambitious phone we've ever created."
A large portion of LG's presentation was dedicated to discussing the camera in the new device, which is 16 megapixels on the rear, and also comes with an 8 megapixel front-facing camera. The laser auto-focus that was first introduced in last year's G3 also returns, meaning the camera can be activated and focus in less than a second, in what LG calls similar behaviour to the human eye.
The camera also has a 40% larger image sensor than some rival smartphone cameras.
The G4 will also come with what the firm calls an IPS Quantum display - offering the ability to capture video in 4k - four times the quality of high definition. The 5.5-inch display can also show up 20% more colours than other screens.
LG also announced its new operating system - LG UX 4.0 - that will work with the Android software the device runs on. The new phone also comes with the latest Qualcomm Snapdragon 808 processor.
The phone will come with a range of leather rear covers - in a variety of colours - that the firm says "creates a feeling of luxury". There will also be a series of ceramic covers available for the device.
LG did not offer a release date for the G4, though it is expected to launch in the UK this summer.
Rivals Samsung and HTC have both already launched their new flagship devices for 2015, and the three Asian technology giants are facing increased competition in their own markets from Apple, whose iPhone 6 and 6 Plus broke company sales records when it launched in September last year.
LG are fighting to gain greater market share in a smartphone market currently dominated by their rivals. It remains to be seen if a leather cover is the change in direction smartphone users are looking for.