SONY has poured scorn on the design of Apple's $A1579 controversial iPhone X.
The company's mobile design chief told The Sun that the Apple handset's unique design negatively affected the "user interface".
When the iPhone X launched last year, it divided opinion.
Apple went for a brand new design approach that meant the entire front of the phone was filled with screen.
The only exception was a small "notch" that stuck out into the display from the top of the phone, which is designed to house the selfie camera and other sensors.
Some iPhone X owners say they don't mind the "notch", but others have slammed the design feature as "ugly" - and Sony seems to agree.
We asked Kaz Tajima, who heads up design for Sony Mobile, why the company's new Sony Xperia XZ2 smartphone didn't borrow Apple's "notch" design.
"We try to respect content as much as possible," he told The Sun.
"Notching the display always affects the user interface. We try to keep a square user interface as much as possible."
He explained that by keeping the bezel (the border that surrounds your screen) on Sony's new phone, the company was able to have front-facing stereo speakers that produce "20 per cent higher sound".
"We use the space of the edge for the speaker," he added.
We also asked Tajima why people should buy a Sony phone over more popular rivals like the iPhone or Samsung's new Galaxy S9.
He said: "Everybody has the same phone, so people are looking for a unique product."
According to the design boss, Sony is focusing on improving the "entertainment experience", and says that when it comes to lowlight photography, "we have the best".
We quite like Apple's iPhone X design, and reckon Sony's latest blower looks gorgeous too.