LG still doesn’t have a 2018 flagship on the market. It’s a bit of a different year for the mobile industry. While companies like Apple and Samsung have stuck with their longtime strategies, others have decided to take a breather until further notice. The South Korean company known for its wide range of products didn’t meet expectations last year with its two high-end releases, so LG has decided to wait before making its next move.

What comes later this year still doesn’t have a name. Before the company even confirmed it, numerous reports came out that the G series will be retired and replaced by a new brand. The wait for a name, however, doesn’t apply to specifications as well.

Sometimes we have an idea of what to expect from a company’s flagship. As the industry moves forward, most adopt the same technologies. But often it’s the design standing out. Either way, both the look and the specs belonging to LG’s next high-end phone seem to have trickled out.

One reliable insider confirmed an Israeli publication’s exposé, and sadly LG plans on borrowing from Apple. There couldn’t be a worse move than that.

LG decided to skip one of the industry’s biggest trade shows because all eyes would be on Samsung at MWC 2018. Its rival brought the Galaxy S9 to the trade show in Barcelona, causing everyone else to sit on the sidelines and watch. The V30S was announced, but that’s nothing more than a V30 with some artificial intelligence after a software update.

While there wasn’t a press conference for the public to see, the company actually did reveal a bunch of new stuff privately.

First, we thought YTNews discovered the canceled G7 or a prototype of something in the pipeline. Then we received confirmation from Evan Blass, the mobile industry insider at VentureBeat. LG actually brought its 2018 flagship to Barcelona but opted to hold off on making an announcement. Wandering eyes can’t help themselves, though, and the publication’s reporter recorded a brief video of the phone.

Normally it’d be exciting to see a flagship leak, but apparently, LG’s design team got the wrong inspiration this year.

Before getting into the design, let’s go over the specs. Both the leak and several sources confirming its authenticity have laid out high-end components. LG is expected to ship its next flagship with a 6-inch (3120×1440) display, Qualcomm’s Snapdragon 845, and a dual-camera setup on the back. Those three things are standard within the industry, so good on LG for sticking with the competition.

The phone should also have unique capabilities, and one of them appears to be a boombox-like audio experience leveraging a flat, hard surface to create additional sound.

It goes downhill from there, unfortunately. LG didn’t wisely use the extra time developing it asked for. The company will be announcing an iPhone X lookalike as if we haven’t seen enough of them already.

Edge-to-edge displays are welcome for all to implement. Notches, however, should be avoided unless you can create one similar to what’s on the Essential Phone. Apple may not have been the absolute first to use a notch, but it’s definitely the most recognizable. The iPhone X is the most popular mobile device in the world today. Why copy it? You’re asking for shame and embarrassment.

LG is seriously rolling the dice with this decision. Knockoffs and copycats aren’t new, but we haven’t seen well-known brands blatantly hop aboard that train. Like ASUS has done with the ZenFone 5, LG believes lifting from a competitor is the path to victory. Folks, it is not.

LG is far from a cheap brand. It’s a South Korean conglomerate that makes premium televisions, computers, home appliances, and more. The name also continues to hold decent clout in the mobile industry. At least ASUS has less to risk by slapping a notch on its phones.

To say that I’m disappointed with LG would be an understatement. It’s mind-boggling that a powerhouse with so much money on-hand would disregard hardware simply to embrace a trend proven to be popular by only one company. The notch at the top of the display works well on the iPhone, and that’s because Apple created a complex system with cameras and sensors. Putting a notch on another phone does nothing but tells the world you didn’t quite care to exert significant effort.

The mobile division is bleeding money. Unoriginal ideas will lead to further losses for an otherwise healthy company. LG can always check out my suggestions for 2018, by the way.

If LG doesn’t care about being unique, consumers will shop elsewhere for their next phone. That’s what they’ve been doing the last few years anyway. So here’s to hoping Judy undergoes another transformation before launching.