The London-based tech company has replaced its light Glyph Interface with a Glyph Matrix - a circular 50-by-50 pixel display on the back of the Phone (3) - and Benayat has now explained the feature is intended to allow its users to “regain focus”.

He explained to Tech Radar: “As for why we’re calling Phone 3 a ‘flagship’, I think it has a lot to do with it being a representation of everything we believe in as a company: clarity, calmness - this more human experience.

“And the feature that speaks most to [those values] is the new Glyph Matrix on the back.

“This is a feature that, quite literally, [forces you] to put the phone face down onto a table to experience it. That helps you, as a human, gain more control again, right? You're not constantly looking at your screen.

“You're not constantly getting the notifications. It puts you more in the present moment.”

The small dot-matrix screen will be able to display important notifications, act as a view finder for the triple cameras on the back and allow users to play games with ‘Glyph Toys’, such as spin the bottle.

Benayat said: “I think it's really [about] reimagining what the interface [of a smartphone] should look like. At Nothing, our philosophy is to, yes, on the one side, make tech fun again and inspire that innate creativity that we all have.

“But on the other side, I think we're also keenly aware that our relationship with phones has grown unhealthy.

“Your phone doesn't help you be more human. It's not a ‘bicycle for the mind’ anymore, right? There's almost a slight resentment [towards our phones].

“And so we believe that if you create an experience where people feel more themselves, it's actually healthy, and people like it. Hopefully, that will drive higher retention as well.”