Background
Looking at the majority of the spending habits of consumers and you’ll see that for the most part with quite conservative with our purchases. We keep our domestic appliances until they don’t work any more. We keep our furniture until it no longer serves it’s purpose or is worn out. We keep our cars until they’re no longer reliable (although this trend is changing with leasing becoming more prominent). We keep our tools usually for a lifetime.
Why then is the tech industry so different? Arguably there are different levels to the frequency of peoples purchases as the term “tech” is broad. For example my TV is 13 years old and so is my Blu-ray player, my over ear headphones are at least 7 years old, my laptop is 6 years old and my desktop was built from used parts. The newest games console I own is a PS4 released 11 years ago. My phone however is less than 6 months old, and the one I replaced it with worked perfectly fine.
The problem differs from person to person. Some people will constantly buy the latest games consoles. Some people want the latest TV’s. Others want the latest graphics cards. I’m fairly certain everyone will have a sub-category of technology where they replace their items more often than they would anywhere else in their lives. For the majority of people though, the sub-category is smartphones, which is what I’ll focus on for the rest of this article as it seems to be the most extreme example and most people will be able to relate to it.
The smartphone
Just 15 years ago smartphones as we know them today were just beginning to hit the market. At that point you didn’t need one and really would only have had one if you were high up in business or were an enthusiast. There was no part of daily life that required anything other than a mobile phone or landline telephone. Since then the market segment has exploded, and infrastructure has raced to keep up. Covid-19 sped this worldwide adoption up even more. Anyone who doesn’t use a smartphone today would be doing it intentionally, and it would almost certainly add friction to their daily life by not having one. From contactless payments, banking, boarding passes, menus even through to healthcare a smartphone is expected. I’d argue that never in history has an invention become so crucial and integral in such a short space of time before. Close 2nd would probably be the car, however these were around in the late 19th century and only reached mass adoption by the mid to late 20th century. In contrast the smartphone (not including standard mobile phones) did this in less than 20 years.
As the technology developed rapidly the reasons to upgrade a device were tangible. Each time you purchased a new device there would be major upgrades upon the last one. Be that storage, battery life, features, quality of device or connectivity. However the cost of these devices was substantially higher than their feature phone counterparts, and subsequently many people began opting to split the cost of their phone over a 24 month period by signing up for a “contract”. At this point in time 24 months would feel like a very long time to own a single device, and by the end of it you’d be ready for a new device so users ended up in perpetual contracts, renewing every 2 years.
Fast forward to today and it could safely be said that the technology has matured. Year on year updates still happen (and they likely always will due to the need of these companies to have ever growing profits), but each year the progress is getting less and less. Therefore the organic reasons for users to upgrade their phones is dwindling:
- Update promises are now up to 7 years, with about 5 years being the average.
- Displays have been 120Hz OLED panels for years now.
- Performance upgrades past a certain point aren’t noticeable to anyone but the 1% of users who really push their phones to the limit.
- The form factor is standardized, phones have hit their maximum limit in size before they become impossible to hold.
- Battery technology hasn’t made any major leaps in years, 5000MaH is the average capacity of any modern smartphone.
- Android versions now aren’t really adding any new features. It’s a mature operating system just polishing up.
- Manufacturers don’t dare to be different. They are all playing it safe doing the bare minimum year on year to justify a new release, rather than adding new functionality and breaking the mould.
- Camera technology isn’t improving quickly. For example Samsung has been using almost the exact same camera setup in their “Ultra” series for the past 4 releases.
Tactics to get you to upgrade
So what can Manufacturers do to keep you buying their products as regularly as you were doing, despite not gaining enough to warrant the purchase? This is where planned obsolescence, or at least the illusion of obsolescence come into play.
The simplest way of ensuring you don’t use a phone for too long without explicitly stopping it working is to stop supporting it with Operating system and security updates. If a device is not supported with the latest updates the majority of users will get a new one. However consumers and regulators have been fighting for manufacturers to support their devices for longer periods of time in the name of sustainability, so flagships are now “supported” for much longer. What isn’t specified however is the frequency in which they will do this. At the time of writing this article the S25 series from Samsung has been out for around a month running OneUI 7 (Android 15), while the previous generation and any before it are being held back on OneUI 6 (Android 14). There is no excuse for this other than trying to entice users to buy their new devices.
The second way would be to artificially make a new device look more enticing. Each year a new phone will be released from the big 3 (Apple, Samsung, Google) and all of it’s headline features will be software based. The current buzzword is AI. They will all come with a shiny new AI feature that will be shouted from the rooftops, but unfortunately for a engineered reason the previous generation of their phones won’t be able to have it (Generally this proves itself to be nothing more than talk and the feature trickles down in a later update).
Thirdly, marketing. Marketing departments in these big companies will consists of thousands of university educated people in hundreds of teams across the world. In every country they operate they will have a team, and that team will localise their marketing effort to have the maximum impact on the targeted demographic. How many times have you decided you don’t really something only to see advertising in one form of another and find yourself justifying the purchase in your head? Just me? I don’t think so. We are just individuals with teams of thousands of people trying to convince us to do something, the odds are against us.
So what can we do to fight back?
The answer is a simple one, but not so simple to put into practice: Whatever it is, don’t buy it.
In reality though this isn’t practical. With the best intention in the world eventually we will all need something new, but there are ways to combat these tactics:
- Buy used; buying on the second hand market, especially from a private seller takes away a sale from these companies. If you buy new the company will get two sales (one from the person selling theirs, and another from you buying one brand new). If you buy second hand they only get one phone sale. This hurts their sales figures (which is in turn lets them know you don’t support their practices), saves you some money over buying new and helps the environment.
- Keep using what you have: Unless your phone is beyond repair or is uneconomical to repair and you’re thinking of a new device, chances are you’re a victim of marketing. I would argue that mobile banking would be the most security crucial activity most people perform on their phones. The current requirement for all UK banking apps is a minimum of Android 8. This released in 2017, so even if you phone received its last update 8 years ago it would still be deemed secure enough by banking institutions to access their app and receive their fraud protection. Food for thought.
- Be conscious in your choice: If being completely current with updates is a primary concern of yours then choose your device wisely. Opt for a device that promises a long update duration, from a brand that actually keeps their promises. The only brands that are currently doing this and sticking to it are Google. Yes other brands are promising it, but quickly falling behind on frequency and sometimes not even keeping their promises. On the other hand you could opt for a device that has a big community of developers around it. Certain devices with unlockable devices and hardware that is easy to create for tend to continue being supported for years after official support ends. Secondly if you’re planning on keeping your device for a long time you need to make sure it’s going to continue working. Go for a brand with a good track record for durability, ideally one that also has spare parts readily available and is easy to work on. Ifixit would be a good place to start when researching repairability.
- Vote with your wallet/purse: Finally remember that we are the driving force that ultimately chooses what these companies do. Without our money funding them these companies would not exist. We need to make changes to make this more of a symbiotic relationship than a parasitic one. If you see a company using underhand tactics to make you replace a perfectly good device (recent examples; apple locking iPhones less than the 15 pro series out of Apple intelligence, Samsung withholding the Android 15 update from previous devices, Google locking features to their latest devices) simply do not buy it. We should only be upgrading our devices when we need to, and unless the phone is actually a lot better than the previous one and our current device is still working as intended there is absolutely no need to push more money their way.
Unfortunately the majority of people won’t do any of this and will continue to upgrade their devices every 1-2 years. The devices will continue to increase in price, masked by the false economy of breaking the cost down into smaller monthly payments. We will see the continuation of drip fed incremental improvements rather than actual innovation. Control over our own devices will continue to be stripped from us, with apps refusing to work on rooted device and removal of the ability to unlock the bootloader.
Read more on planned obsolescence in the tech industry: