Part of the issue is that the biggest smartphone manufacturers are all sister companies to each other. Oppo, OnePlus, xaiomi, they're all different companies under the same banner, so they're bound to share hardware specs and manufacturing.

Personally I think nothing phone is the only phone brand that's innovating on design with the candy bar style phone, but even that's hard to justify. Samsung has been repeating the folding phone designs and refining them year after year and Google has been pretty lazy with the pixel phones in regards to hardware.

It's a weird time for smartphones, can't push more power without destroying batteries, can't really innovate with batteries because we've hit a wall that only software can help mitigate. Not only that's we all apparently want bigger and bigger phones, and the only way to realistically get that is with folding display tech, which again chews up battery power.