The all-screen smartphone is an inevitability. The question at this point, really, is who will get there first and how they’ll accomplish that feat. I spoke to a LG rep at the G7 launch, who suggested that the notch is going to be fact of life for the next couple of years, but a number of manufacturers are pushing to get there a heck of a lot quicker.

Back at MWC in Febrary, Vivo’s Apex handset seemed like little more than a concept, but a couple of new teasers suggest otherwise. A new video demonstrates the handset’s flip-up selfie camera in action, along with a “Save the Date” notice for a June 12 event in Shanghai. The handset appears to be, at the very least, a close relative of the concept phone. 

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A February press release highlights the concept in a bit more detail.

“In keeping with the promise to continuously support user habits,” the company notes, “Apex also features an 8MP Elevating Front Camera. The camera seamlessly rises in 0.8 seconds when it is required and retracts after use. Together with the hidden proximity sensor and ambient light sensor, this eliminates the space taken up by conventional front cameras, while offering the same selfie experience to users.”

Vivo’s just one of a number of companies who think they’ve got the answer here. When we met with Doogee back in February, the company showed off a number of prototypes aimed at circumventing the notch, including a similar pop up model and a version that slides to reveal a camera inside.

And then, of course, there’s the Lenovo Z5, which a VP for the company showed off via social media earlier this month. Though that presently seems to amount to little more than a sketch. For the moment, all of this feels like a bunch of companies showing off concepts aimed at demonstrating that they “thought of it first.”

Perhaps next month, however, Vivo will be ready to put its money where its mouth is.