Oppo and Xiaomi are among the first smartphone makers that will equip their phones with futuristic in-display selfie cameras.

Oppo VP Brian Shen shared a short video clip on Weibo of what appears to be a notch-free prototype smartphone that features a selfie camera unser its display. The video shows a smartphone without any visible front-facing camera placed on a desk and shooting a live view of the room's ceiling. In a follow up post, Shen admitted that this under-screen camera technology is still in its early days. "At this stage, it's difficult for under-display cameras to match the same results as normal cameras, there's bound to be some loss in optical quality," Shen said. "But, no new technology jumps to perfection right away."

For those seeking the perfect, notchless smartphone screen experience – prepare to be amazed.

You are taking a very first look at our under-display selfie camera technology. RT! pic.twitter.com/FrqB6RiJaY

— OPPO (@oppo) June 3, 2019

Vivo, Oppo's main rival in China and also a sister company, may also be working on a similar implementation -- as hinted by the APEX 2019 concept phone's product manager back in March.

Xiaomi responded with its own under-display camera demo. The company's president, Lin Bin, shared a video clip that was allegedly shot last month, in which an under-screen camera was added to a Mi 9 prototype. "No hole, no notch, no pop-up camera."

It is suggested that Xiaomi could incorporate a secondary display under the primary screen which will contain the front camera and the necessary sensors.

Smartphone makers are coming up with creative ways to avoid the front-camera notch or hole, with the pop-up camera being an increasingly common option amongst Chinese phones, along with the flip-up camera on the more recent ASUS ZenFone 6. Placing a camera under the display will ensure lesser bezels without compromising on the cameras and it seems to be the new trend in the following years.