Source: https://www.justapplications.co.uk/how-smartphones-and-apps-have-evolved-in-the-past-decade/
It’s that time of the year! Just on the heels of our second Prime Day of the year, but just before Way Day and a few weeks out on Black Friday, the annual tech hype trains have started to pull into the station.
It’s probably been a few years now since the “new” model in the annual handset arms race felt like a true leap forward, but this year’s entrants feel even more underwhelming than most.
Starting with the iPhone 14, Apple is definitely leaning hard into the “best yet” language, but what need are they trying to meet? Reviews call out a camera that is technically superior, but whose photos are visually hard to differentiate from last generation’s models. The most damning quote I’ve read in a long time was regarding the novel, but not fully realized Dynamic Island feature: “I expect this feature will feel a little richer in a year’s time.”
So…. I should just wait for the iPhone 15 to get it right?
That’s probably not the worst idea, given the reality that the “emergency crash assistance” may require some additional fine tuning. While turning my phone to airplane mode when getting on a roller coaster is not the worst inconvenience, it’s an uninspiring “hack” for a company that prides itself on aesthetic. If the iPhone 14 is really a glorified 13S (i.e. a year later to get the 13 “right”), does that mean I should set my expectations that each new iPhone is less an innovation and more a refinement of it’s unfinished predecessor?
Which brings me to the more ballyhooed Pixel 7. While the Pixel 6 was well received, it suffered from a host of issues including, most notably, reception issues and a less than reliable fingerprint scanner. So, once again, the Pixel 7 is less a whole new step forward than fixing the issues the previous generation should have fixed … which they’ll also resolve via OTA updates to the Pixel 6s with Pixel 7 features. Should you just take the Pixel 6 with the discount and wait for the updates to essentially get a Pixel 7?
What about if you’re debating the Pixel 7 vs. the iPhone 15? Well, I can’t really comment on it’s use as a phone, but it seems like the Pixel may well be the best camera you can buy!
Editors Note: I’m intentionally ignoring the Galaxy Z Flip mainly because a “foldable” phone seems like a clear gimmick that may even come at the expense of core functions over time. The selfie-base use case is a nifty trick, but this seems less a way to make them smaller than a half-measure reaction to “phones have gotten too big”. Flip phones had their time and nature selected them for extinction.
We’ve talked a lot in class about the fact digital transformation is an iterative process, with small changes leading to major leaps over time. When it comes to phones, that is indisputable since the “phones” of today are truly multi-functional computers well beyond what most would have dreamed possible even in a Star Trek episode. With the “phone” element pretty much perfected, it makes sense that added functionality would be the focus of future innovation. Have we reached a point though where even those avenues are “maxed out”?
With augmented reality still a very niche interest, and likely to require a peripheral accessory, and the metaverse launching an entirely parallel series of hardware, what does the future of handset innovation look like to you?
Do you see untapped opportunities for the handset itself to leap forward?
Is the future in “adding” more sensors via peripherals (i.e. watches, fitness trackers, glasses, etc.)?
Or is the handset post-peak, on it’s way to the tech dust bin to join the beeper and other “intermediary” devices once immersive headsets, embedded bio-enhancements or some other communication aid mature?
Hi Greg! Great piece! I have been planning to get the new iPhone with the holiday deals approaching. I truthfully I did not consider the features of the phone to be part of my buying processes since the iPhone is very advanced in each software update rather than physical features. Yes, you can get the ios16 on most newer devices so the purchase of a newer model is absurd for some. however lagging battery life, slower loading and 4G should be enough to switch my iPhone 11 Pro Max in for the next version. Regardless, I do not believe mobile device features have finished their grasp on society. Phones can be versatile in their use as a “handset” and a visual component to AR. Many devices are being made to adapt your mobile device into the AR screen with the download of an app. I think Apple should expand on this idea making it an accompanied feature within their software entirely to monopolize on the versatility of their iPhone in the tech forward world.
Hi Greg! This is a pretty relevant piece because I was considering swapping from my Samsung Galaxy phone to get an iPhone soley because my android’s camera sucks and I have the shakiest hands in the universe. That being said, when I was looking at my choice options I immediately looked at “older” models 12 and 13 because it’s just a household rule I’ve been conditioned to follow which is to never buy the latest model of something. Even now that I have my adult-job and have adult-money I find that I can’t convince myself to buy the latest model of something when its got Apple pricing. Apple has plenty of customers who will buy their newest product at the drop of a hat even if they just bought the previous iteration of the product, but I think there are plenty of people who are like me as well. I simply don’t think there are enough big changes in each version of the iPhone to even consider buying a newer model. This doesn’t just go for Apple, my current Samsung phone is a Galaxy S8…and I think they’re on 22? Although that might just be the year number and they may have skipped a couple of numbers, I’m pretty sure I’m way behind phone technology wise.
As I was writing this though, I realized I kind of lied about my purchasing habits since I recently bought an iPad Pro 12-inch. I think that’s the current newest model, although there might be a new one coming soon since I bought it at a 100$ dollar-off sale. This completely contradicts my mentality of not buying the latest model…and worse is that I have a Galaxy Tab S…something. I originally bought it to draw more without having to be at my desktop with my chunky art tablet but found that the programs were sorely lacking and it was extremely annoying whenever my fingers would yeet a random line on my canvas without me noticing…needless to say I ended up just using that tablet for trips and hardly touch it (big waste of money). What made me decide to buy the iPad was 40% the actual features of the iPad and 60% the fact that it was the only product I could get to use Procreate- which was a drawing app I’ve been obsessed with every since watching a bunch of speedpaints on TikTok.
I think it’s kind of funny that I ended up being convinced to break my spending habits over an app rather than the actual product itself, but I think this points an interesting light on the fact that a lot of “Apple-only” software is a major draw for people. I hate Sketch with a passion, but apparently some people like it so much that they’d only use that for prototyping, even though it’s a Mac-only product.
Personally, I haven’t done much research on each new version of the iPhone but all I really hear about is that their cameras have been updated- and their software updates don’t really require a new phone to work. That itself doesn’t make the small device of an iPhone worth it to me (as amusing as it is to look at the number of camera lens on each phone grow every year). I think that I can argue that the iPad works as a mini computer for myself, but most of all it gives me value through letting my explore my art hobbies in a more accessible way.
Apple comes out with interesting new products like the Apple Watch, charging docks, Airpods and etc. so I don’t think they need to worry about their product base necessarily…but I think they really need to slow down on their releases of the iPhone because it’s becoming increasingly apparent to customers that their phones hardly change with each generation. It might be time for them to think more about including bonuses in their products like well-developed apps and further device integration that would entice a customer to stay loyal to Mac and Apple instead of depending on nicer cameras that develop pictures the average user wouldn’t be able to tell the difference of.
Hi Greg, I loved reading this article. I recently just upgraded to the series 8 Apple Watch from the series 3. I mainly wanted a new watch because of tall of the new features. Such as EKG, Blood Oxygen Levels, new displays, and having the ability to use my watch without having to have my phone on me. I loved that feature the most. I personally do not think that we have maxed out the avenues of the iPhones or any smart phones in general. They continue to add updates every few months and I love that. Nothing is going out of date and that is exactly how it should be.
Over the years every time I have proposed the idea of getting a new iPhone my dad has asked me what the difference is between the new one and the one I already have. To which I usually don’t have an answer that he’d understand. Even tho the device’s structure has been the same for the last couple of years iPhone has had some major upgrades just for its structure. With the pro having not just the usual 1 but 3 HDR camera lenses, completely removing the circular home button that allows users user fingerprint to unlock their phones. They also removed headphone jacks from iPhone X and forward. Even though the physical features keep altering over the years the IOS upgrade keeps enhancing and adding features from time to time.
I think there are always issues that will need to be fixed and features that need enhancements.
I’m probably the least qualified person to expand on this post (still secretly hoping and wishing for a Blackberry comeback and my purchasing habits for phones extends to whether the camera quality matches a Fuji Film disposable camera so I can take pics of my kids) … nonetheless, you’ve made many interesting points! More often times than not, I feel like the pace at which Apple delivers new versions has more to do with them wanting to maintain status as a premier innovator while also responding to consumers who love having a shiny new toy — less to do with actually satisfying needs through new, enhanced features. To your point, digital transformation is an iterative process, and these devices will require ongoing refinement no differently than a mobile app (albeit at a much higher price tag!) While I think they will certainly continue to grow in sophistication, just because it “works” doesn’t necessarily mean its optimized. As Rowles mentions in Mobile Marketing, “I don’t really care how my house was built as long as it keeps me dry, warm and secure… however, if my house doesn’t work when it rains, or when the sun shines, I will have a serious problem with my builder”. For example, if we are glorifying the “emergency crash assistance” as the latest and greatest feature but it comes up short when executing, that’s a problem.
America’s consumers, the day you’ve been looking forward to is almost here.
I’m not sure if we have reached the point of functionality features being maxed out. I will say that I agree with every point you made about Apple. I have had an iPhone since I was a senior in high school and every year the phones seem to go up in price (shocker). But the features don’t change – they improve. So, the price of model 2 is double that of model 1, but all that changes is the camera, processor and design functionality. And it’s very disappointing because I am an avid fan of Apple but I feel like they aren’t being innovative. But maybe you uncovered their truth – what more can they innovate? Maybe tech companies did reach their peak and there’s nothing more they can do to dazzle consumers.
I recently contemplated leaving Apple and switching to Samsung but I opted out of that decision because every electronic device I own is Apple and they all sync with one another and I appreciate that convenience. Also, I think Apple launches a new phone every year. Maybe they should consider extending their launches and really fine tune new features that don’t exist. Take the necessary time to develop and test them and then roll them out to the public. Consistently churning out new iPhones as fast as they do, makes it difficult to focus on innovative solutions.
Don’t get me started on Apple and its releases. I think Apple is getting too comfortable with the saying “if we build it, they will come.” While it has successfully built a cultish following of users who need the latest and greatest, that is likely not sustainable forever. If an official recession hits and inflation continues, consumers may be less likely to splurge on the latest model, especially if Apple can’t even come up with a better reason to upgrade other than “the camera is a little bit better.”
Don’t give me a new, more expensive version of the product you built last year unless it has a major improvement, and their momentum in the area of new functionality seems to be slowing down. I’d be more interested in a better battery than a new version of the iPhone, but I digress.
I see Apple’s next big wave of innovation coming in the form of devices that integrate with the iPhone, like watches and augmented/virtual reality headsets or glasses, like you mentioned, Greg. It will be more costly for the business, and more risky, but that’s how their journey building iPhones started! I’d be much willing to buy the newest version of Apple AR Glasses simply because the difference in cost would match the elevated level of innovation and product improvements. With the technology being so new, the room for growth from version to version grows almost exponentially….for a while…until it doesn’t anymore. I see what is going on with the iPhone as another version of the circle of life. How much can you optimize something before it turns into something else?
I think almost same
best regards from Jurnal Prajaiswara
bams
Hey Greg!
I love your Apple analysis. I completely agree with your points! And Olivia’s follow-up comment: the features don’t change, they improve. I’m a longterm Apple user, but I’m strict about how often I upgrade. My attitude is that they’re always going to be (slightly) improving on their amazing features so what’s my rush? I don’t remember every single one I’ve owned, but I only upgrade after a few models have passed and then I’ll buy the newest one — that way the jump feels dramatic and worth the cost. I currently have an iPhone 12; I don’t plan on upgrading until after the 15 is released. I think my current phone camera is excellent and unless I break it, I’m happy to stick with the current model for a while longer! Like Olivia mentioned, I can’t really imagine switching to a Samsung brand phone at this point given how many Apple products I have. It’s insanely convenient to have everything synced up.