The hype around new tech products often sets unrealistic expectations. Take Apple’s Vision Pro AR/VR headset. Despite strong reviews lauding its displays and build quality, critics still say it’s not good enough, especially given the high price tag. But as a first-generation device, some shortcomings are not only understandable, they’re expected.
The internet though loves to nitpick, and this pattern of unrealistic expectations and skewed perceptions of innovation permeates reactions to Samsung’s S24 series.
As the leading global Android manufacturer, the Korean titan has toiled tirelessly – without Apple’s closed-stack advantage – to perfect its software fluidity as well as hardware refinement. The new S24 series, especially the S24 Ultra, showcases Samsung operating at its peak, fusing hardware and software into an elevated user experience.
Yet some tech commentators — both professional and self-appointed — still clamour for bolder innovation, seemingly oblivious to the realities of an industry that has reached maturity. Of course, each year brings refinements, but gone are the days of seismic shifts. We need only take a look at the fate of LG’s pioneering but ill-fated mobile division to see the dangers of innovation for its own sake.
Make no mistake, true next-generation advancements are still occurring behind the scenes – ever-more capable chipsets, promising new interface paradigms, AI-powered software that inches nearer to understanding your needs rather than simply responding. Samsung’s new Galaxy AI features aim to fundamentally redefine how people interact with their devices. This considered, thoughtful direction is admirable, but seemingly not enough for many.
This means that the Korean innovator can’t afford even a moment of complacency. Google itself, despite steering Android’s direction in a very broad sense, continually lags in bringing innovation and advanced capabilities to the billions of global users that lie outside select bubbles. For vast sections of the world, including South Africa, Samsung devices remain the primary driver of Android innovation, given the absence of Pixel availability. Though not always perfect, Samsung deserves credit for greatly expanding access as well as being the only Android handset manufacturer to bring meaningful new software innovations to the country via its reliable OS and security updates (boasting 7 years of security updates and 7 generations of Android OS updates), something the other Android manufacturer’s in South Africa seem to deem unimportant for consumers.
With today’s hyper-inflated expectations, even the impressive can disappoint. But Samsung’s latest flagship shows a maturity and purpose befitting an industry leader, albeit one still clearly able to improve. The S24 series isn’t a revolution in the traditional sense, but rather a carefully orchestrated evolution. It’s a reminder that sometimes, the most impactful innovations are the ones that happen under the hood, silently transforming our daily lives. Rather than endlessly turn the hype dial, tech companies need to build thoughtfully upon their progress – spectacular launches make headlines, but slow, steady refinement better serves users in the end. Samsung appears to understand this; let’s hope the rest of the Android world catches up.
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