It’s that time of year again – the annual frenzy of smartphone launches. Tech giants like Apple, Google, Samsung, and Huawei are pulling out all the stops to persuade consumers to upgrade to the latest handsets. With new features, stunning designs, and impressive technology, the competition is heating up. But as the marketing messages get increasingly dazzling, one must ask: are these innovations what consumers actually want?
The Latest in Smartphones
Recently, we’ve seen an avalanche of new smartphone releases. Google launched its much-anticipated Pixel 9 handsets, closely followed by Apple unveiling the iPhone 16. Samsung, known for pushing the boundaries of phone design, released the latest versions of its foldable phones, the Z Flip6 and Z Fold6, in July. Not to be outdone, Huawei has upped the ante by unveiling the Mate XT in China, a handset that features not one, but two folds, transforming the screen into thirds.
But amid this flurry of new devices, the overall market for smartphones is slowing. With sales declining worldwide, manufacturers are fighting harder than ever to convince customers to part with their current phones in favor of the latest models.
The Grand Promises of Tech Giants
In an attempt to capture consumer interest, smartphone makers are making increasingly grand claims. Apple CEO Tim Cook declared that the iPhone 16 would “redefine what a smartphone can do.” While vague, this statement hints at Apple’s ambition to stay ahead of the competition by offering features that are revolutionary, though the specifics remain to be seen.
Google’s product management vice president, Brian Rakowski, was equally enthusiastic when describing the Pixel 9’s design, calling it “stunning” and “gorgeous.” But for many users, the Pixel 9 still looks like, well, a black rectangle—its traditional form factor unchanged from earlier models.
Huawei, on the other hand, has embraced an even more dramatic approach. The Chinese tech giant now has its own consumer brand song, which, according to its promotional materials, “powerfully expresses the pursuit of dreams” and highlights how every success is driven by “a belief in dreams.” In a world where we are still, after all, talking about smartphones, this kind of messaging can feel more than a little over the top.
The AI Revolution in Smartphones
A significant focus for both Apple and Google has been artificial intelligence (AI), which is becoming increasingly integrated into their handsets. Google’s new Magic Editor, for example, uses AI to enhance photos, allowing users to add AI-generated content or remove unwanted elements. In theory, this feature should make digital editing a breeze, though some early adopters report mixed results.
Apple, too, is jumping on the AI bandwagon. The iPhone 16 incorporates OpenAI’s technology—the same tech behind ChatGPT—into Siri, Apple’s voice assistant. Siri has long been considered due for an upgrade, and this integration could significantly enhance its functionality. But for all the excitement surrounding AI, one question remains: is this what users actually want?
What Do Consumers Really Want?
According to mobile phone expert Ben Wood from research firm CCS Insight, AI might not be at the top of every user’s wish list. “Most people now know what they want from a phone,” Wood says, “with one of the most important things being the camera.”
Indeed, cameras have become a primary selling point for many new smartphones. Every new release comes with a better camera than the previous generation, offering higher megapixel counts, improved night modes, and more sophisticated zoom functions. However, even this focus on camera technology isn’t the guaranteed sales driver it once was.
“What is definitely happening is that people are holding on to their phones for longer,” Wood adds. “Back in 2013, there were 30 million phones sold annually. This year, it will be around 13.5 million.”
Cost of Living and Environmental Concerns
Several factors are contributing to the slowdown in smartphone sales. One of the most obvious is the ongoing cost-of-living crisis, which has left many consumers rethinking their spending priorities. In a time of economic uncertainty, upgrading to the latest smartphone simply isn’t a priority for many.
Another important consideration is the environmental impact of smartphones. Every handset contains rare elements and precious metals, and their production contributes to environmental degradation. With more consumers becoming aware of these issues, some are opting to hold on to their phones for as long as possible to reduce their environmental footprint.
The Pushback Against Smartphones
In addition to economic and environmental concerns, there is a growing trend, particularly among parents and young people, to step away from smartphones entirely. A number of UK schools are reviewing their smartphone policies, and some have opted for an outright ban. For instance, pupils starting at Eton College this term were issued feature phones—devices that offer basic functionalities like calls and text messaging, but lack the distractions of social media and apps. The mobile phone network EE has even recommended that children below the age of 11 should not have smartphones at all.
The movement toward simpler, less feature-heavy phones is gaining momentum. Nova East, who leads the north and west London branch of the Smartphone Free Childhood campaign, is at the forefront of this effort. “We are not anti-tech, we are just pro-childhood,” she explains. “We would like to see tech companies develop a child-friendly phone, offering only essential features such as calls, messaging, music, and maps, without any additional functionalities.”
This sentiment is shared by many parents who feel that the current crop of smartphones is over-engineered for young users. Yet despite these calls for more basic devices, the industry seems to be moving in the opposite direction. Dr. Sasha Luccioni, a research scientist at the AI firm Hugging Face, notes that while there is increased talk of “digital sobriety,” smartphone designers seem to be doubling down on more advanced, feature-rich models. “It sounds like smartphone designers are going in the exact opposite direction,” she says.
Are Manufacturers Listening?
Apple, Google, and Samsung for comment on this growing trend. Samsung responded by pointing to its digital wellbeing features, which allow users to set limits on screen time and control their phone usage. “Samsung users can choose how they use their Galaxy phones that best fits their needs,” the company said. “For example, digital wellbeing features allow users to select what features they use, when they use them and for how long.”
While this is a step in the right direction, it doesn’t fully address the concerns of those advocating for simpler, more focused devices. One company that appears to be paying attention is the Finnish firm HMD, which still manufactures basic Nokia handsets. Last month, HMD launched a Barbie-themed feature phone in collaboration with toymaker Mattel. I had the chance to try it out, and two words come to mind: functional and pink.
Like most feature phones, the Barbie phone lacks apps, an app store, and a selfie camera. It does, however, have an FM radio and one game. For those looking to disconnect from the constant barrage of notifications, it offers a refreshing change of pace. CCS Insight forecasts that around 400,000 feature phones will be sold in the UK this year. While this number pales in comparison to the iPhone’s global sales, it demonstrates that there is still a market for simpler devices.
The Smartphone Paradox
Despite the growing interest in feature phones and the backlash against smartphone overuse, many of us still rely heavily on our smartphones. I recently checked my screen time, and I average about five hours per day. This was a sobering statistic, but not all of that time was spent doomscrolling. My phone is a work tool, a way to manage my finances, shop, get directions, track my health, and stay connected with family. It’s also where I game and scroll through social media.
As Pete Etchells, a professor of psychology and science communication at Bath Spa University, points out, smartphones offer tremendous benefits. “We tend to focus a lot more on the negatives,” he says. “But these are technologies of convenience. They help us. There are some good aspects to them as well.”
As the smartphone industry continues to evolve, it’s clear that the race to add more features, more AI, and more power shows no sign of slowing. Yet, at the same time, there is a growing counter-movement toward simpler, more functional devices. Whether the future of smartphones lies in AI-driven technology or in a return to basic functionality remains to be seen. For now, one thing is certain: in the world of smartphones, the only constant is change.
