When LG introduces a concept, it will stubbornly stick with it.
The company did so with the rear power button, as well as the curved display. Its latest experiment came in the G5, which featured modular attachments that can be swapped in and out, providing a camera grip and better audio capabilities.
While the G5 fared poorly with consumers, LG is sticking with the modular concept in the subsequent generation, according to LG spokesman Ken Hong.
The news comes as LG introduces the, a phone that is more conventional than its more experimental sibling. The V20 is supposed to have a souped-up phone, a removable metal back and sharp display. But nowhere is there an option to plug in different attachments.
The rise of Samsung's Galaxy S7 and Galaxy S7 Edge took a toll on LG's results, which posted a 6 percent year-over-year decline in revenue in the second quarter. The bottom line: The G5, despite its gimmick, couldn't stand up to Samsung's latest flagship phone.
It would be reasonable to assume that LG went back to basics with the V20, focusing instead on more normal features like the camera and removable battery.
But that will be just for the V20. Hong said the development cycle of the V20 was already well underway when the G5 hit the market, and LG didn't change the process after the G5 underwhelmed.
So if you bought a G5 and an attachment, there's hope that LG will double down on even more options next year.
LG's chances were also hurt by the Moto Z from Lenovo, a phone that also offered the ability to swap in different backings for extra battery or an audio boost. Unlike the G5, which required you to pull out the battery and bottom chin of the phone, the Moto Z let you connect the attachment through magnets, allowing you to simply snap it on.