It's 3 coils, each at a different orientation. For something like a smartphone, constrained in thickness, it might be difficult to do more than 2 orientations (L x W).

You should still be able to do all three. Consider a block around the height of the device and around half the width. You could have one set of coils going around the small edge, one around the middle width-wise, and one around the middle length-wise.

Unless I'm mistaken, that should give you 3 orthogonal coils.

You are both correct and mistaken.

That does give you 3 orthogonal coils, technically, but the other 2 orthogonal planes will get very little power.

Except that won't work due to the reduced cross section of two of the coils.

If this became widespread, I could imagine two coils unfolding from the back of the device; maybe as part of a stand.