Mobile phone design is in a state of exhaustion. The enthusiasm for the iPhone 16’s bezels is proof of this.

It’s Not Apple’s Business: The Smartphone Industry Is Experiencing a Collapse in Design Language

Gone are the days when every year was a surprise with phone designs. Xiaomi, Samsung, OPPO… each of the flagships they released on the market (except for the leak) was a real secret. There was a good side to this and a bad side: buying a new product was synonymous with innovative design, but the previous model could seem completely outdated if the design differences were significant.

This is something that has happened to Samsung for years: today the S22 looks completely modern. S21 or S20… not so much. In contrast, only most experts will tell the difference between the back of the iPhone 15 Pro and the iPhone 13 Pro, with the only differentiating element being the camera size.

I’ll be honest: I thought there was room for some design changes in 2025. And since the iPhone 12 (except for the dynamic island, bezels and camera size), iPhones have been identical for four generations. Rumors point to an iPhone 16 Pro with thinner bezels, and this is clear evidence that design has taken a backseat. This isn’t just a problem for Apple, it’s a problem that’s rocking the entire industry.

Here you see a pretty clear photo of the current state of design in the high range: manufacturers They don’t want to risk the slightest. This opens many doors for them: reusing components, not risking introducing a new design that doesn’t quite catch on, saving on research and development costs, etc. Moreover, by maintaining a consistent design line, the brand’s personality can be strengthened, which is very important in such a competitive market.

In contrast, from a consumer perspective, a noticeable design change has historically been a justification for increasing prices on new models. Without a clear aesthetic evolution, manufacturers may find it difficult to justify the transition from one generation to the next.

Advances in technology and functionality also play a major role in this phenomenon. In recent years, improvements have focused more on internal performance, camera quality and battery efficiency – aspects that don’t necessarily require a complete overhaul of the device.

However, there are still market niches where aesthetic innovation continues to be a decisive factor. Foldable phones, for example, have brought a breath of fresh air to the industry. Brands like Samsung, with its Galaxy Z Fold and Z Flip lines, are exploring new territories that combine technological advancements with radical changes in design. These devices represent an attempt to satisfy both the demand for technological innovation and the demand for aesthetic and format differentiation.

In conclusion, the smartphone industry is at a crossroads. Although the conservative design strategy has enabled manufacturers to reduce risk and cost, it has also created problems in terms of perceived innovation and consumer motivation. For now, the path forward appears to be through a combination of continuity and limited experimentation in very specific formats.

Image | Hataka

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