Developing a new smartphone is a huge investment, which is part of why we see so many phones that are so much alike — if something's working well for one manufacturer and shoppers are responding positively, everybody else is going to want to do the same thing (this is why you're seeing notches everywhere). But occasionally we get a phone that's not afraid to play by its own rules, and that's very much what we saw last year with the BlackBerry KEYone. Not everyone loved it — we certainly had a few issues with how it turned out — but there was no denying it was a phone with its own style.