Super thin phones and curved screens were on display as Japanese cell phone giant au debuted a new line of models today (Wednesday).

KDDI’s au service is one of Japan’s top three mobile providers along with NTT Docomo and SoftBank.

Korea’s LG contributed a phone with a curved screen, the first to hit Japan’s market.

Japan’s Sony offered a model with a large display and ultra thin body.

Japanese and Korean makers are battling the popular iPhone in Japan.

Au apparently hopes to differentiate itself with large screens and uniquely shaped phones.