The latest user interface for Samsung smartphones – One UI – tries to account for larger screens while avoiding excessive clutter.

“These days, our smartphones are so much more than phones,” opens the press release, apparently hoping to convey Samsung’s profound understanding of the current smartphone situation. All this extra functionality, we’re told, has caused many UIs to become cluttered. This is not a trap Samsung is about to fall into anytime soon.

“Samsung’s One UI is the company’s most simple and streamlined UI yet, built from the ground up to help users focus on what matters most,” effuses the release. “One UI’s intuitive design fosters convenient interactions, while its clean aesthetic minimizes clutter to make viewing your screen more comfortable.”

One fairly sensible innovation is to force most of the stuff you might need to interact with towards the bottom of the screen, where the average thumb has a better chance of reaching it. Now that smartphone screen sizes in excess of six inches have become commonplace, superhuman feats of manual yoga are often required to interact with them, which can be trying.

Somewhat less welcome is the apparent aim of presuming how much of a given app the user might want to see at a given moment. In order to do this “One UI keeps things simple, displaying only the functions and info the user needs to complete their task.” This seems pretty presumptuous and an example of a company overstepping the mark in its desperation to innovate and appear to be useful.

Xdadevelopers had a good play with One UI recently and concluded little more than grudging acceptance of its inevitability, given the evolution of the smartphone form factor. Custom UIs are a delicate balance as they present one of the few ways for an Android OEM to appear to innovate, but a bad one can drive users away. Samsung seems to have struck an OK balance here, without setting the world on fire.