Do We Really Need a New Flagship Phone Every Year?

Another year, another iPhone. Yep, like clockwork, Apple drops its latest “revolutionary” device, and we all pretend it’s totally different from last year’s model, which is not ! But hey, Apple isn’t alone in this annual game of smartphone musical chairs. Google, OnePlus, and Samsung are all in this game. And let’s be real—most of these new phones are just slightly better versions of the ones we already have.

Here’s the thing: smartphones are already crazy powerful. We’re carrying little computers in our pockets, and squeezing out major innovations every year is no easy feat. So why do the tech giants keep rolling out new flagships each year? Let’s dig into the reasons behind this annual hype parade.

What Happened to Innovation?

Remember the good old days? It was 2018, when I picked up my first true flagship phone—the OnePlus 6. This bad boy was a beast,  nicknamed as the “flagship killer” but it was definitely for a reason. It had a killer processor, sharp display, cameras that made you look like you knew what you were doing, and a design that screamed premium with its glass back and that iconic notch. And it costed me $629. Back then, buying a new phone actually meant getting something genuinely exciting and new.

Fast forward to 2024, and it feels like we’ve hit a wall. Sure, today’s flagships are still improving, but these leaps are more like baby steps. The displays get a bit brighter, the cameras get a few more megapixels, and the battery lasts a little longer. The problem isn’t that companies stopped innovating; it’s just that smartphones have gotten so good that the improvements are harder to notice.

Phones used to wow us with every release. Now? Most of them look the same, feel the same, and do everything almost too well for 99% of us. Even the foldable phones, which were supposed to be the next big thing, haven’t really shaken things up. Samsung launched its first foldable back in 2019, and yet, here we are in 2024, with foldables barely scratching 1.5% of the market. Yeah, that’s despite some glowing reviews and price drops into mid-range territory.

Why Do We Keep Getting New Flagships Every Year?

If we’re all bored of the same old, same old, why do companies keep churning out new models every year? It’s simple: money. Both companies and consumers have a part to play in this never-ending cycle.

Let’s talk about the consumer base. A big chunk of people—about 40%, according to SellCell—tend to replace their smartphones every 2 to 3 years. So, while a Galaxy S24 might feel like deja vu to someone who just picked up the S23, it’s a pretty big upgrade for anyone holding onto their old Galaxy S21 or earlier. These are the folks who the new flagships are really for.

And here’s the kicker: the more expensive, premium ($600+) and ultra-premium ($1,000+) phone markets are booming. According to Counterpoint Research, people are willing to drop some serious cash on their devices, which means Samsung, Apple, and their buddies need to keep serving up shiny new models to keep the hype train going. It’s no coincidence that Samsung spaces out its big Galaxy S series and foldable launches so that it always has something fresh within the last six months. If you’ve got a cool thousand bucks burning a hole in your pocket, Samsung wants to make sure they’re the ones you spend it on.

Competitor Pressure:

Competitor pressure is something that no businesses can avoid. If you’re Samsung and decide to skip a year, you better believe Apple or Google will be there to scoop up potential customers. Every big smartphone maker is on a yearly release cycle, and they have to stay flexible to react to whatever new trend is there in the market. The same goes for component makers like Qualcomm & MediaTek. So what happens id that if Qualcomm releases the next big Snapdragon chip, companies like Samsung, One-Plus & Google are under pressure to roll out new hardware that shows off that shiny new silicon.

The “Halo” Effect

Let’s not forget the “halo effect.” Even if you’re not interested in the latest Galaxy S24 Ultra or iPhone 16 Pro Max, the fact that they exist makes waves. These flagship launches shape how people view the whole brand. It’s like how a car company’s sleek new sports coupe might make you consider their everyday sedans or SUVs.

So, while you might not be rushing to upgrade, the attention the new flagship gets might sway you into buying, say, a pair of wireless earbuds or a smartwatch from the same company. At the very least, a new phone launch reminds everyone that the brand is still in the game, still making cool stuff, and still keeping up with whatever trends are in vogue.

Are We Over It?

If you feel like the smartphone industry is stuck in a loop of sameness, you’re not alone. The days of massive innovation seem to be behind us, but is that such a bad thing? Phones today last longer, get regular software updates, and handle pretty much anything we throw at them. Sure, things might seem a bit boring now, but the trade-off is that we’ve got devices that are incredibly reliable and well-rounded.

The bottom line is, if you don’t feel the need to upgrade to the latest flagship every year, don’t. Your current phone is probably still doing just fine. But for those who want the latest and greatest (or have been holding onto their phone for a few years), there’s no harm in jumping on the new release bandwagon. Plus, if you’re on a budget, mid-range phones are getting features that only flagships used to offer, so you’re not missing out on much.

And for the companies? As long as people keep buying these new flagships, you can bet they’ll keep cranking them out like clockwork. It’s a business model that still works, even if it doesn’t wow us like it used to.

So, yeah, the cycle’s not going anywhere anytime soon. Welcome to the new normal.