When Samsung executive Justin Denison pulled out the company's concept foldable phone back in December, it was almost anticlimactic.
Denison held the device with his right hand, and with his left, unfolded it for a short moment before folding it back up and putting it away.
On Wednesday, the Galaxy Fold finally got its full day in the limelight, at the Samsung Unpacked event in San Francisco.
The device, the first smartphone able to fold out into a tablet, stole the show.
Never mind that it's nearly double the price of more mainstream products like the flagship Galaxy S10 or "budget" Galaxy S10E, or the Galaxy Watch Active or the Galaxy Buds.
The biggest change since the first smartphone came out a decade ago has been larger screens that stretch across the entire front display.