LG unveiled its new flagship smartphone, LG G4, at a largely attended ceremony in Jeddah.

“We’re happy to announce our latest achievement to Saudi consumers. We are living up to our promise of innovation for a better life with a clever smartphone that competes with the best of the best,” said Deuk Soo Ahn, president of LG Electronics Saudi Arabia.

“We offer consumers a human-centric device equipped to offer a real world performance. From the design to the camera to the display to the UX, this is the most ambitious phone we’ve ever created,” he added.

Special attention was given to the materials utilized in the newest flagship. The G4 is available in handcrafted, genuine full grain leather in three colors. The vegetable tanning process employed is an age-old tradition that requires skilled craftsmen to produce and dye the leather. “The colors of the leather on the G4 are rich with warm tones that look authentic. LG G4 is the only smartphone that has special friendly environmental leather since no harsh chemicals are used,” he said.

Its advanced design with a slight curve offers 20 percent better durability than a flat smartphone in face-down drops giving the smartphone more comfortable and secured feel in the hand.

The new improved 16 mp camera in the G4 has advanced features that make it the world’s best smartphone camera as it can capture beautiful images, even under less lighting conditions.

The advanced camera in the LG G4 is complemented by color spectrum sensor (CSS), the first feature of its kind to find its way into a smartphone.

CSS improves color accuracy by precisely reading the RGB values of the ambient light in a scene, as well as the infrared light reflected from objects.