It is somewhat ironic that the latest thing in smartphone technology immediately conjures up thoughts of the past.
But that's the way it is when you first lay your hands on the Samsung Galaxy Flip Z - the new folding device from the South Korean manufacturer.
Initially at least, it looks and feels quite a bit like the now very old iconic Motorola Razr, which was also a clamshell design that folded shut when not in use.
But the big difference with the Flip is that the fold is right across the middle of the full-length screen covering the entire front of the device.
Samsung's first attempt at a folding phone didn’t go so well.
Last year's Galaxy Fold experienced problems with screens breaking after just a short amount of use during trials prior to its release, before it was redesigned and the issues resolved.
This time though the company appears to have got it right first time.
I’ve only had the device for 24 hours and so this isn't a complete comprehensive review.
But certainly there is an initial wow-factor to the Flip Z because of its folding screen party trick that you don’t get with most other smartphones.
Around the office and at home, people were intrigued to see it and try it.
The phone has a solid feel to it, with the hinge upon which it all, well hinges, cleverly disappearing inside the device once its opened.
There’s even a practical use to the fold, because you can leave the smartphone standing open at different angles in front of you for video calls or for taking selfies for example.
And when you are doing this, the apps automatically adapt to put controls in the bottom half and the viewing area in the top half of the screen.
It’s also possible to have two apps open simultaneously in the top and bottom of the display.
Yes, when the device is asleep or off there is a bit of an obvious crease across the middle of the 6.7 inch AMOLED touch screen where the folding happens.
But that does broadly disappear to the eye when the display is lit up, particularly when it is bright.
You also don't really feel it when you run your finger across it, nor is the sensitivity in this area compromised.
The "foldiness" also doesn’t compromise the quality of the screen, which is as good as many other premium smartphones I’ve used.
The clear plastic covering over the glass that the display is made of does seem to attract a lot of fingerprints though, as does the plastic case on the back.
But many people will be attracted to the small form factor when it is folded up, enabling it to fit neatly into pockets and bags, without having to compromise on screen real estate.
Given the eye-watering price tag of €1,500 the specs aren’t quite up there with other phones of similar cost.
You only get one main camera, but it is pretty good quality and has loads of features.
There is a small touch sensitive screen on the back for displaying the time and who is calling for example, when it is folded shut.
But it doesn’t have a water or dust proof rating.
It comes with 256GB of storage, a 3300mAh battery and is powered by 8GB of RAM and a powerful processor.
Is it flipping brilliant? That's stretching it.
Is it a gimmick? I don't think so.
Will everyone want one? Possibly not.
But having played with the Galaxy Flip Z, I can see why many people will see its attraction.
And I certainly don’t think folding phones will be retro 10 years from now, like the old Motorola Razr is today.
In fact, I think it is more likely that they’ll be mainstream.
Comments welcome via Twitter to @willgoodbody