The smartphone industry has been fairly stagnant for a while. It's been improving and progressing but there hasn't really been any sort of evolution or innovation in quite some time. To be fair the modern slab design ultimately works and is about as efficient in design as possible but it's a bit boring at this point. Some companies have certainly tried their hand at improving the smartphone, for instance LG has their V series with it's unique dual screen design and their G5 with it's semi-modularity. The latter is where Motorola (now owned by Lenovo) tries it's hand, mods. Welcome to the Moto Z family.