The race is on for Samsung to create a gorgeous screen that would entice customers. Which is likely why Samsung has announced on their company website that the upcoming Galaxy A90 will feature a "Notchless Infinity screen".
It isn't clear how exactly the “Notchless Infinity screen” will differ from Samsung’s regular “Infinity Display.” In fact, even with the "Notchless Infinity Screen" label, it doesn't mean there won't be a camera on the screen. Rather it could simply mean that the phone will have a hole-punch display like the Galaxy S10.
For example, when Samsung’s 2017 Galaxy S8 was announced it featured an Infinity Display and didn’t have a notch because it had bezels instead. However, at the company’s developer conference last November, Samsung announced four different kinds of Infinity screens. Two of them (the U and the V) feature notches, one (the O, which we saw on the Galaxy S10) has a hole-punch cutout, and the final screen was a so-called “New Infinity” display, which featured no notches or cutouts at all.
Rumours have suggested that the Galaxy A90 will somehow be able to avoid any cut-out by having a pop-up selfie camera. This is further perpetuated by Ice Universe, a known leaker, who was the first to make this claim back at the beginning of February. There’s also Samsung’s promotion for its upcoming announcement event includes a skateboarder doing an ollie, which SlashGear speculates is another hint at a pop-up camera.
The Galaxy A90 is expected to be announced next month at an event on April 10th and will sit at the top of Samsung’s mid-range Galaxy A series above the existing Galaxy A50 and Galaxy A30.