Samsung struggles to standout
Afew years ago, if the world’s biggest smartphone maker unveiled a new device the tech world would have collectively oohed and aahed.
But last week when Samsung announced its new flagship smartphone, the response was somewhat muted.
Not that there’s anything wrong with the device – though the $1699 price tag may put some people off – it’s just that we’ve seen it all before.
The Samsung Note 9 looks great and has high-end specs. Compared to last year’s model, it’s got a larger display, better battery life, more storage, an improved camera and a slightly bigger screen.
It’s an amazing piece of technology but that’s not enough to wow people any more.
Smartphone apathy is settling in and I’m not sure when it’ll end.
It’s not surprising though. It’s been more than 10 years since the first modern smartphone came out and since then there have been hundreds of new models.
Early on, the improvements impressed buyers, convincing many to upgrade each year. Anyone could notice the improvements straight away and it was a race to get the latest device.
But now if you place any of the new phones next to a model two or three years older, no one is going to notice or care much about the differences.
The other ‘‘problem’’ with smartphones is that they’re easy to use. The user interface is simple and effective, which means you don’t need the latest phone to get a good experience.
Compare this to the software on cameras, computers and televisions, which can be frustrating to operate.
Samsung’s other products at its launch were also a bit bland.
There were a smartwatch, smart speaker and updated digital assistant.
The most exciting gadget was a wireless charging mat that could charge two devices at once (a product Apple has been promising but hasn’t delivered).
Samsung is not alone. All smartphone makers have an uphill battle to recapture people’s attention.
The big events they hold now seem a bit over the top for just announcing a new device that’s a little bit different to the last one.
However, most of the manufacturers are still selling plenty of devices and making money. Apple is now valued at more than US$1 trillion ($1.5t).
But all that money and pizzazz hasn’t solved the problem that people don’t really care about new smartphones any more.