There’s a ritual that happens every September. Apple unveils its latest iPhone, and millions of us suddenly discover that the device in our pocket—the one we loved just yesterday—has become obsolete.
It’s marketing genius, really. The same phone that was “revolutionary” twelve months ago is now just…old.
Big tech companies have mastered the art of manufactured desire. Apple and Samsung don’t need to release a new phone every year—the technological leaps between generations have become increasingly small. But why wait three years when you can extract revenue annually?
The real innovation cycle in smartphones peaked years ago. Now we’re just polishing small details.
Yesterday’s Innovation
It’s almost funny to look at older iPhone ads. “The best iPhone we’ve ever made!” they’ve said about every iPhone since the iPhone 3GS. While technically true, watching it now feels like a joke. And yes, there’s a great compilation of this on YouTube.
Remember when we thought the iPhone X’s notch was the pinnacle of design? Or when we convinced ourselves we needed 3D Touch? (Spoiler: Apple killed it, and nobody noticed.)
My Anti-Upgrade Philosophy
Here’s my approach: I treat new phone releases like I treat Black Friday sales—I tune out the noise and enjoy what I already have.
My work iPhone 13 does everything I need just fine. My wife’s iPhone 11? She genuinely loves it, and it takes perfectly good photos of our kids; she has zero FOMO about titanium frames or whatever this year’s buzzword is.
When I finally upgrade—usually when my current phone has lived a full life and earned its retirement—I can notice the jump. Going from an iPhone X to an iPhone 16? That’s an upgrade. You notice the speed, the camera quality, and the battery life.
I usually buy a previous-generation phone, second-hand. That’s where value lives. The iPhone 15 when the 16 launches. The Samsung S24 when the S25 is out. You get flagship performance without flagship prices and skip the early adopter bugs as a bonus.
While everyone’s chasing the newest shiny object, I’m picking up last year’s “revolutionary” device at 40% off.
The Real Revolution
You know what’s truly revolutionary? Keeping your phone for 5+ years. Use it until the battery needs replacing, then replace just the battery. Protect it with a good case instead of treating it as disposable. Or switch to a repairable phone like the Fairphone when you’re done with yours.
Every phone you don’t buy is money that could fund experiences or investments. It’s less e-waste in landfills. It’s one less vote for the annual consumption cycle that tech companies desperately want us trapped in.
The Mindful Approach
Next time Apple or Samsung tries to convince you that your life is incomplete without their latest glass and metal rectangle, remember this: Your current phone is probably fine. That tiny camera improvement won’t make your memories more meaningful. That slightly faster processor won’t make you more productive.
What will make a difference? Being present with the technology you have, rather than constantly yearning for what’s next.