Tech companies are recently eyeing a new smartphone display feature, tagged as "edge-to-edge" display, which was initially introduced by Chinese tech company Xiaomi in its Mi Mix model.

With the concept of edge-to-edge display changing the game for the smartphone industry, tech giants such as Apple, Huawei, and Samsung are rumored to be working on the purported bezel-less feature for their next flagship devices.

Apple, in its celebration of its 10^th anniversary for iPhone in 2017, is reportedly planning to advance the design and appearance of its future iPhone iteration. Now, rumors suggest that the upcoming iPhone 8, which is expected to be on the market by 2017, is rumored to sport a curved, bezel-free display, Indian Express reported.

In addition, the Barclays Research analysts note that the upcoming iPhone 8 will be borderless with display sizes same as the current models, HNGN has learned. At its launch, the next iPhone model will be 5-inch and 5.8-inch display version, which is bigger than the current 4.7-inch and 5.5-inch.

Meanwhile, Samsung's next flagship device, Galaxy 8, will also carry its bezel-less display next year. After its Galaxy S7's battery exploding fiasco, the company plans to increase consumer's reliability on its upcoming devices through the edge-to-edge design without front home button.

The Galaxy S8's bezel-free display is based on the OLED technology. The device will come with a 90 percent display area ratio, according to Samsung display making unit principal engineer Park Won-sang. Also, there will be a 5.7-inch display model alongside a 6.2-inch display model for the Galaxy S8.

Huawei P10, on the other hand, is also expected to switch in bezel-free display after the release of Mate 9, while working on "Quad-edge" technology for the upcoming smartphones.

On another note, Samsung Galaxy Note 8 will be equipped with the same bezel-less design, while carrying a dual-lens camera, an iris scanner, larger battery and larger storage capacity.

The said upgrade on bezel-less displays by tech giants is caused by the companies' downward slope in market shares against their Chinese rivals like BKK and Oppo.

Based on analysts, Samsung's third-quarter figures dropped to 71.7 million smartphone shipments, which is a 14.2 decline compared to the same period in 2015. On Apple's case, third quarter of its smartphone shipments went down 6.6 percent to only 43 million.