This is a newer product that came out this year. Many phone companies are trying new designs, and the back of the phone is no different, many other phones have tried to do something similar. But this is interesting with E-Ink, it should make battery drain minimal. It’s daring, but it’s look pretty cool, it may get noticed by the general public by being so different. It may not be the ultimate solution, but it’s something that could be adopted by other companies if it does well.