Happy new smartphone season to all who celebrate! It’s that time again when tech giants go all out to convince you to upgrade your devices.
Recently, Google introduced its new Pixel 9 phones, and Apple followed suit by launching the iPhone 16.
In July, Samsung rolled out its latest foldable models, the Z Flip6 and Z Fold6. Meanwhile, Huawei has stepped up the competition with its new Mate XT in China, featuring a unique design that folds the screen into three parts.
As global smartphone sales slow down, companies are ramping up their marketing with even more eye-catching campaigns to grab your attention.
Apple CEO Tim Cook claimed that the iPhone 16 would “redefine what a smartphone can do,” though it’s unclear what exactly that means. Meanwhile, Google’s vice president of product management, Brian Rakowski, praised the “stunning” design of the Pixel 9, calling it “gorgeous” (though honestly, it still looks like a black rectangle to me).
Huawei has even released a new brand song, which, according to their press material, represents the “pursuit of dreams” and emphasizes that their success comes from believing in those dreams.
Yes, we’re still talking about phones.
Both Apple and Google are focusing heavily on built-in AI features. Google’s new Magic Editor lets you add AI-generated content to photos or remove unwanted parts (though with mixed results in my experience).
Apple’s iPhone 16 also incorporates AI, embedding OpenAI’s ChatGPT technology into Siri, which many believe has needed an upgrade for a while.
But has anyone really asked for all these features?
Mobile phone expert Ben Wood, from CCS Insight, explains that while AI features are designed to make life easier, they aren’t always what people want most in a phone.
“Most people now have clear priorities when it comes to phones, and one of the biggest ones is the camera,” says Wood.
Phone makers are aware of this, which is why every new model’s camera is usually better than the last. But even improved cameras aren’t enough to guarantee strong sales anymore.
“What we’re seeing is that people are keeping their phones longer. Back in 2013, around 30 million phones were sold annually. This year, it’s expected to be around 13.5 million,” Wood adds.
The ongoing cost of living crisis is affecting how people spend their money, and there’s also the environmental impact to consider. Each phone contains rare materials and precious metals, which come at a cost to the planet.
Additionally, there’s a growing movement, especially among parents and young people, to reduce smartphone use. Some UK schools are reviewing their policies, with a few already banning smartphones completely. At Eton, a public school, new students were issued basic phones, often referred to as “dumb phones.” Other schools, both private and public, are considering similar steps.
The mobile network EE even suggests that children under the age of 11 shouldn’t have smartphones at all.
Nova East, who leads the Smartphone Free Childhood campaign in north and west London, encourages parents and schools to work together to delay when children are given smartphones.
“We’re not against technology; we’re just in favor of protecting childhood,” she says. “We’d like to see tech companies create a child-friendly phone with only essential features like calls, messaging, music, and maps, without all the extras.”
Dr. Sasha Luccioni, a research scientist at Hugging Face, notes that the message of “digital sobriety” isn’t catching on yet.
“There’s growing talk about building and using tech in a more mindful way, but it seems like smartphone makers are moving in the opposite direction,” she says.
I asked Apple, Google, and Samsung about this. Samsung responded by saying, “Samsung users can customize how they use their Galaxy phones to meet their needs. Digital wellbeing features let users set limits on screen time and control which apps they use, when, and for how long.”
One company paying attention to the call for simpler phones is the Finnish brand HMD, which still makes basic Nokia models. Recently, it launched a Barbie-themed phone with Mattel, which I tested. The best way to describe it? Functional and very pink.
Like most feature phones, it has no apps, no app store, no selfie camera, and only one game. If you want to listen to music, there’s an FM radio.
According to CCS Insight, around 400,000 feature phones will be sold in the UK this year. While that’s not nearly enough to challenge the iPhone’s spot as the best-selling phone, it’s still a decent market.
I checked my own screen time over the past week—about five hours per day. This number made me pause, but to be fair, it wasn’t all wasted. My phone is a tool for work, banking, shopping, directions, health tracking, and organizing family plans, along with some gaming and social media.
