Why is releasing new smartphones with little innovation the right move?

Smartphones used to spark excitement with each new release. Now, while upgrades are increasing in number, they lack bold new designs and attention-grabbing features. That's why users are no longer excited about new smartphone releases! But it's the right direction!

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Standardized specifications help to make non-tech savvy buyers less confused

It's safe to say that buying a phone today is less of a hassle than it was a few years ago. That's because many of the features that were considered innovative and only available on certain models have now become standard. This means that the average, non-tech-savvy buyer doesn't have to worry about their phone lacking any essential features.

Unless you're buying a budget model, most modern smartphones have OLED displays, FHD resolution, 120Hz refresh rates, 128GB or more of storage, fingerprint scanners, 4K video recording, USB-C ports with at least 25W wired charging, and 5,000mAh batteries — with the exception of some compact phones like the Galaxy S25 or Pixel 9.

This is important because for most people, a smartphone is just a tool for basic tasks like calling, texting, browsing the web, and checking social media. That means the overall experience won't be too different between phones from different brands. Instead of stressing about specs, you can focus on keeping everything within your budget and getting the best value.

Companies can shift their focus to software optimization

When people complain about smartphones getting boring, they almost always point to a lack of hardware innovation. Aside from foldable phones, which are still out of reach for most people, there haven't been many major hardware breakthroughs in recent years. Incremental improvements seem to be the norm.

While that's partly true, if we look at the situation more nuancedly, we're now at a point where all the previous hardware issues associated with phones have been largely resolved.

For example, durability has improved significantly over the years to the point where even mid-range phones are now almost as durable as flagship phones and can last for years.

We are approaching the pinnacle of what is possible with current technology. Remember, companies have limited R&D budgets, so every dollar spent on research that doesn't produce results is essentially wasted and should be used to improve areas that still need improvement, such as software.

Longer software support helps avoid frequent upgrades

Along with software optimization, companies are also prioritizing longer software support. This is why Google and Samsung now offer seven years of major Android updates. This trend isn't just limited to flagship phones; newer mid-range phones like the Galaxy A56 and Pixel 9a will be supported for six and seven years, respectively.

That means that as long as you take good care of your phone, minimize wear and tear, and replace the battery every few years, you don't really need to upgrade very often. You'll get the latest features no matter what.

Consistency in design helps maintain value and repairability

There's no denying that seeing the same design repeated over and over again can be tiring. In the past, Android manufacturers would start from scratch when designing their next phone.

But these days, the goal is to be instantly recognizable, and that's impossible if you're constantly changing the look of your products. Samsung has solidified its look with individual camera rings, the Google Pixel has a camera cover, and OnePlus has a large circular camera island.

But this consistency in design isn't just about branding. It also affects how well a phone holds its value. When you trade in your phone, the estimated value you get is largely based on how much of the device the company can recycle.

Consistent designs add value because they allow for more components to be recycled. They also make repairs easier, because replacement parts are easier to find. Familiarity with the internals means fewer surprises for technicians during repairs.

In a way, this stability is good. With fewer gimmicky changes, manufacturers can spend more time tweaking their software to make the most of existing hardware. Sadly, this means phone cameras will look pretty much the same from the outside every year, which is really boring, but there's a lot going on behind those lenses that we don't see.

Ecosystem products enable seamless integration

Smartphone hardware has also peaked, giving companies more room to build ecosystem products that work seamlessly together, with your phone at the center of it all.

On the Apple side, we have AirPods, Apple Watch, iPad, Mac, AirTag, and Apple services—all designed to complement the iPhone. The Android side is a little more fragmented, but Samsung's Galaxy Buds, Watch, Tab, laptops, and smart home devices offer a very similar experience.

For example, if you get a call on your phone while watching a movie on your tablet, the Galaxy Buds will automatically switch to your phone first so you can quickly answer the call without having to manually change the Bluetooth connection.

Samsung phones also work pretty well with Windows laptops, so you can connect your phone and PC using Samsung Flow or Link to Windows . This lets you sync clipboard contents for copying and pasting between devices, transfer files via drag and drop, and mirror your phone screen to your PC.

Smartphones have matured, which means that groundbreaking innovations are harder to come by, but they are also much more reliable. As a result, companies can create complementary products and services that improve the overall user experience, which is much more valuable to most people than having flashy new features that don't add any real utility.

Isabella Humphrey

Update 26 May 2025