The problem is that for a lot of people there is only one smartphone. So if a phone has a large screen it is an iPhone, makes it kind of hard to design a smartphone that doesn't look like... a smartphone.
Just as for many an "iphone compatible car" is the same as "it has a 3.5mm socket".
For those that honestly are confused I guess they should be really happy about LCD TVs, otherwise they might have ended up with a microwave oven in their living room (yes, it is that ridiculous).
(wait a minute, glass surface, four corners, Electrolux should be afraid)