As the annual smartphone release season unfolds, tech giants are eager to entice consumers with the latest and greatest gadgets. This year, Google has introduced its Pixel 9, Apple has unveiled the iPhone 16, and Samsung recently launched its Z Flip6 and Z Fold6 foldable devices. Huawei has also entered the foldable market with its innovative Mate XT, which features a tri-fold design.
Despite the buzz surrounding these new releases, smartphone sales are experiencing a global slowdown. The marketing campaigns accompanying these launches are becoming increasingly extravagant, with promises of transformative technology. Tim Cook, CEO of Apple, claimed that the iPhone 16 would “redefine what a smartphone would do,” while Google’s Brian Rakowski extolled the “stunning” design of the Pixel 9—a device that still resembles a basic black rectangle.
A significant trend this year is the integration of AI features in both Apple and Google’s latest offerings. Google's new Magic Editor allows users to manipulate photos with AI-generated content, while Apple has incorporated OpenAI’s technology into Siri, aiming to modernize its digital assistant.
However, the question remains: do consumers truly desire these features? Ben Wood, a mobile industry expert at CCS Insight, points out that while these advancements aim to enhance user experience, they don’t top most people’s wish lists. “People know what they want, and for many, a good camera is paramount,” he notes. Despite improvements in camera technology with each new release, this alone isn’t enough to drive sales, as consumers are increasingly holding onto their devices for longer periods. In fact, sales have plummeted from 30 million units annually in 2013 to an expected 13.5 million this year.
The ongoing cost-of-living crisis also plays a significant role in consumer spending habits, alongside rising concerns about the environmental impact of smartphone production. Additionally, a growing number of parents and young people are opting to step back from smartphone use altogether. Some UK schools are even reassessing their smartphone policies, with a few implementing outright bans. Eton College, for instance, has issued feature phones to its new pupils, a move that has sparked debate among parents and educators alike.
Advocates for a smartphone-free childhood argue for the necessity of delaying children’s exposure to these devices. Nova East, who leads the Smartphone Free Childhood campaign in North and West London, emphasizes that the goal is not to shun technology but to foster healthier childhood experiences. “We want tech companies to create child-friendly phones with essential features only,” she explains.
Dr. Sasha Luccioni, a research scientist at Hugging Face, highlights the contradiction in the tech industry’s direction. “There’s increasing discourse around ‘digital sobriety,’ yet smartphone manufacturers seem to be moving in the opposite direction,” she remarks.
In response to these sentiments, Samsung emphasized user choice, stating that their devices come with features that allow individuals to customize their smartphone usage according to their needs. HMD, the Finnish company behind Nokia, appears to be heeding the call for simpler devices, launching a Barbie-themed feature phone that prioritizes functionality over app-laden features.
While feature phone sales remain low compared to smartphones, CCS Insight predicts about 400,000 units will be sold in the UK this year—indicative of a niche market gaining traction.
As many of us grapple with our own screen time—averaging around five hours a day, as I recently discovered—there’s a growing acknowledgment of the multifaceted role smartphones play in our lives. They serve as essential tools for banking, navigation, health tracking, and staying connected with loved ones. “Smartphones provide numerous benefits,” says Pete Etchells, a professor of psychology. “They are technologies of convenience that enhance our lives.”
As the latest smartphone models hit the market, the challenge for consumers is to discern what truly adds value to their lives amidst the glitz and glamour of new features. In an era where holding onto our devices longer is becoming the norm, it’s worth asking: what’s the point of buying the latest smartphone?
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