OPINION : Smartphone launching have traditionally been exciting events , but the new trend of comb-out features ahead of reveal has take on the fun out of it .
That ’s o.k. , the merchandising machine needs to do what the merchandising simple machine does , but it takes the fun out of the actual big reveal . It ’s kind of like if you were told forwards of time what you were getting for Christmas as a kid ; it ’s still fun to get the present tense , but it ’s not exciting and it ’s certainly not a surprise .
I require that child - like sensory faculty of excitement back when I watch phone reveal events . I need to feel really surprised when a company uncover a new smartphone feature not uncommitted from any rival , and I ’m sure I ’m not alone .
Do n’t get me unseasonable , not every company does it – company like Apple stay put very stiff - lipped about future products and features – but it ’s becoming more of a trend on the Android side of thing .
It all really start with the plucky Modern Mobile River startup OnePlus back in 2014 , which used to mug up up hype by slowlyeking out detailsabout its upcoming smartphones forwards of time . It ’s easy to see why OnePlus did ( and still does ) it ; it not only build up ballyhoo within the residential district but it basically ensures a uninterrupted flow of media reporting in the calendar week lead up to the magnanimous consequence .
tight forward to 2023 and it ’s not just small companies that want to get the edge on big players that are tease features ahead of launch ; caller with a truehearted fanbase and great brand acknowledgement like Xiaomi are getting into the activity . The companyfully revealed the designof the Xiaomi 12 series on Weibo an entire hebdomad before it was revealed in China .
Even Samsung is become into the trend of teasing and announcing features forwards of launch .
Take next week ’s Galaxy Unpacked for example . Samsung has post araft of teasersthat seem to rivet on low - light picture taking and possibly even astrophotography with thepresence of a well - lit moonshine in one teaser , essentially confirm improved low - light camera performance on the upcoming Galaxy S23 model .
There has also been verification that it ’ll be using thenext - gen Gorilla Glass Victus 2with improved drop resistance against concrete .
Sure , it ’s not quite as spectacular as company like OnePlus revealing theentire design of the OnePlus 8weeks ahead of its actual announcement , but it ’s two fewer potential surprisal for the keynote result .
Ca n’t we just go into a reveal without knowinganythingfor a change ?
