A new startup is reinventing smartphone design, turning phones from rectangles to circles. The circular smartphone, called Cyrcle, is aimed at women, whose smaller pockets often can't accommodate large phablets.

The brightly-coloured rounded flip-phone is an aberration in a market of mostly rectangular devices, and is supposed to have a more "sensual" form, resembling a women's compact mirror.

The phone's shell has the unmistakably low-quality aesthetic of 3D-printed objects, and was introduced at Barcelona's Mobile World Congress in February.