In some ways, 2024 was top-of-the-line years for smartphones in a very long time. When you might select a number of different improvements made in years prior, 2024 marked an necessary yr the place telephones debuted extra eye-friendly shows, lastly adopted years of promised software program updates, received overheating beneath management, and moved towards extra consumer-friendly practices like higher repairability.
However I am not assured that 2025 goes to be fairly nearly as good. Patent disputes between Samsung and BOE are heating up, threatening to get BOE shows banned right here within the States. For me, that is notably regarding as a result of Samsung AMOLED panels usually use PWM dimming, which provides me complications and makes it unimaginable to make use of a lot of these shows long-term, whereas BOE panels are much more eye-friendly.
We’re additionally seeing design convergence return to the “iPhone is finest” mannequin amongst OEMs, one thing that hasn’t occurred en masse in a really very long time. I do not simply imply the overly flat {hardware} design, both. Samsung’s upcoming OneUI 7 seems to be extra iPhoney than ever, and firms have been slowly introducing iPhone designs like cut up notification shades and the Dynamic Island to Android telephones within the newest software program updates.
In fact, a few of these developments are optimistic ones, however they might largely imply that 2025’s finest telephones find yourself all feeling and looking the identical in North America, and that is one thing I would somewhat keep away from.
Be collectively, not the identical
Smartphones in North America — notably within the U.S. — are primarily purchased by somebody’s service of alternative. Whether or not that is Verizon, AT&T, T-Cell, or one of many many smaller carriers or MVNOs, carriers are sometimes probably the most inexpensive approach to get a brand new telephone. Due to that, U.S. prospects primarily purchase from 4 manufacturers: Apple, Samsung, Google, and Motorola.
In keeping with Counterpoint Analysis, lower than 10% of U.S. prospects purchase from different manufacturers, a direct aspect impact of this shopping for mannequin. As such, firms like Nothing, CMF, OnePlus, Nuu, Blu, and several other others have a tough time making important positive factors. Most China-based OEMS like vivo, Xiaomi, Oppo, and Honor aren’t even formally bought within the U.S., additional complicating issues, however extra on that in a bit.
As soon as upon a time, Android’s slogan was “Be collectively, not the identical.” It proved a degree that Android telephones would possibly all look completely different, however they share the identical core expertise and apps, giving customers true alternative with out sacrificing the apps or companies they love.
From the rumored Samsung Galaxy S25 to the lately launched Google Pixel 9 sequence, many telephones now look identical to iPhones.
Trying ahead to the 2025 North American smartphone market reveals much less alternative than ever, and even the few gamers available in the market appear to be converging round a grasp {hardware} design language that feels uninspired and wholly utilitarian. From the rumored Galaxy S25 to the lately launched Pixel 9 sequence, many telephones now simply appear like an iPhone.
Many individuals appear to favor flat entrance glass on their telephones, if for no different purpose than it makes discovering a tempered glass display screen protector simpler. Sadly, most Android telephones within the U.S. have (or could have) ultrasonic fingerprint sensors in 2025, that are generally quicker and extra correct — though that relies upon extremely on the individual.
The difficulty is that many tempered glass display screen protectors render ultrasonic fingerprint sensors ineffective. They merely do not work in any respect when a protector is over high. Looks as if it defeats the purpose, would not it?
This makes product testing extra necessary than ever, notably because the largest benefit of a flat show is that it makes including a display screen protector simpler. No fashionable Android telephone does superior facial recognition, as Google tried to push again on the Pixel 4 line, so good fingerprint sensor efficiency is extraordinarily necessary for a great person expertise.
I am not satisfied the present {hardware} design trajectory is totally a great factor, however that is why now we have to have alternate options. OnePlus and Motorola proceed to be the largest alternate options accessible to Samsung, Google, and Apple, which is a superb factor, contemplating the massive three aren’t prioritizing eye well being the best way they need to.
Some new entries into the extra inexpensive telephones market in 2024 have me assured on this sector for 2025. Nuu and CMF each delivered implausible entries beneath $300, bringing again the sensation that you could nonetheless purchase a great telephone with out spending $500, $1000, or much more. My hope is that these two firms — plus just a few others — proceed this trajectory by 2025 and buck the pattern of dearer telephones.
The China quotient
The U.S. authorities continues to wage financial battle on China, and with that, a wave of recent tariffs and bans are anticipated to come back ahead in 2025. Whereas that is interesting from a “home” standpoint, the issue is that almost all the true competitors for Google, Samsung, and Apple is from China. Lenovo, a China-based firm, owns Motorola. BBK, a China-based group, owns OnePlus.
From my perspective, the 2 finest hopes listed here are Nothing — in addition to Nothing’s sub-brand CMF — and Nuu. Nothing relies in London, and Nuu relies in Hong Kong. There are different manufacturers that would ship good alternate options within the wake of a full China product ban, however these two are the shining gems, in my estimation.
From what I can inform in the meanwhile, a “full ban” will not occur, however I totally anticipate value will increase on telephones from Chinese language manufacturers, notably within the U.S.
On condition that these firms are among the many few maintaining costs low, I’d hope that lawmakers take a second to think about different financial repercussions earlier than making sweeping laws.
Higher efficiency than ever
For a protracted, very long time, Android has been a kind of “second-class citizen” relating to efficiency versus Apple silicon. Final yr’s Snapdragon 8 Gen 3 was the closest we have ever been to Apple-like efficiency on Android telephones, and the Snapdragon 8 Elite in upcoming 2025 telephones is the primary time ever that we have seen Snapdragon chips eclipse Apple’s newest in most metrics.
That is past thrilling, to say the least, and it was achieved by Qualcomm unifying its chipsets throughout cellular and laptops. In different phrases, we’re getting laptop-grade efficiency out of our 2025 flagship telephones. Now that is an enormous improve!
| Row 0 – Cell 0 | Single-core | Multicore |
| Snapdragon 8 Gen 3 | 2144 | 6698 |
| Snapdragon 8 Elite | 3236 | 10049 |
| Apple A18 (iPhone 16) | 3429 | 8790 |
Tensor G5 might lastly carry Pixels the efficiency increase they’ve wanted in 2025.
Not solely that, however it’s stated that Qualcomm has accomplished a greater job of maintaining thermals in examine all whereas delivering higher efficiency. The final two occasions we noticed an enormous shift within the naming conference and processor design — that is the Snapdragon 810 and the Snapdragon 8 Gen 1 — issues did not go so nicely and chips frequently overheated. Based mostly on what we all know, the third time appears to be the appeal for Qualcomm.
Google Pixel telephones are lastly in for an enormous efficiency improve in 2025, too, if Tensor G5 leaks are something to go by. It has been stated for years that Google until be shifting to TSMC for Tensor G5 as a substitute of utilizing Samsung cores, and that G5 is the primary “totally customized” Tensor chip.
Earlier generations have been constructed on Exynos expertise and it frequently felt prefer it. Tensor G4 efficiency within the Pixel 9 sequence is akin to the Snapdragon 8 Gen 1 which, as you possibly can guess, is now 3 full generations behind what Qualcomm simply launched.
The way forward for folding telephones
Lastly, I wished to cowl the state of folding telephones and what 2025 holds for them. We have already seen rumors that one main participant is pulling out of the folding telephone class. Fewer gamers are all the time worse for competitors, however folding telephones stay a comparatively small portion of even the largest telephone producers’ earnings statements, so it isn’t a lot of a shock to see one firm probably pulling out.
From my viewpoint, folding telephones are already glorious, and 2024 proved to be the most effective yr but for the section. Whereas we did not get a follow-up to the OnePlus Open, the Pixel 9 Professional Fold and the Honor Magic V3 each stunned me in the most effective methods.
2024 was a terrific yr for folding telephones, however with one participant rumored to depart the area, 2025 is feeling slightly unsure.
On the Flip-side, Motorola continues to impress with its Razr reboot. Motorola has persistently delivered glorious {hardware} design, very good battery life, surprisingly good cameras, and the perfect flip telephone software program available on the market, plus a brand new dedication to offering long-term updates.
General, although, I am not feeling the most effective about 2025, even when there are nonetheless some vibrant spots right here within the U.S. market. Carriers proceed to have a stranglehold on the nation’s telephone distribution techniques, and smaller gamers have a tough time getting a foot within the door due to it. If there’s any form of change wanted right here, it is to assist transfer individuals away from service dependence so we will have higher selections for cellular gadgets.
