The smartphone market may seem boring (and, according to some, has peaked in certain regions) and in need of a reset. The iPhone and Samsung Galaxy smartphones may already be in near-perfect form, and as much as we appreciate them, it does indicate that tech companies have reached a plateau. Moving forward, we are likely to see a future where the form factor and functionality of smartphones remain largely unchanged, with only incremental improvements in hardware and software with each generation.
That being said, phone companies continue to drive volumes and post record profits each quarter. As the market shifts toward premium phones to increase ASPs in regions like India and Southeast Asia, and as regulators exert greater pressure to mandate changes to devices and business models, brands face mounting pressure to enhance the smartphone experience and sustain consumer interest.
All indications suggest that the next-generation smartphones in 2025 may not be drastically different from their predecessors but could become more intelligent, with AI-making apps and interfaces more personalised. Additionally, the market foresees the introduction of slimmer designs, advancements in battery technology, and phones offering improved protection against cyber fraud and spam calls. However, as the year progresses, certain trends are likely to emerge that could shape the future trajectory of smartphones.
Slimmer smartphones
Apple and Samsung could launch new “slim” models in 2025, making way for thinner phones that exist today. (Image created by Google Gemini)
Smartphones aimed at the mainstream market haven’t changed much in the past few years, with phone brands continuing to recycle designs. This year, however, Apple and Samsung — arguably the biggest phone brands in the world — might shake up their approach with new “slim” models in 2025. Both companies will test the market by releasing slimmer smartphones, with Apple introducing the iPhone 17 Slim and Samsung launching the Galaxy S25 Slim.
However, achieving slimmer profiles requires reengineering how smartphones are designed, and in the process, they might have to forgo certain features — possibly the SIM tray, a few physical buttons, and perhaps even switch to a new camera system, battery type, or antenna system to reduce the smartphone’s thickness and make it lighter.
Apple has attempted something similar with the 12-inch MacBook, but the device was a compromise. However, the company succeeded last year with the iPad Pro, which measures only 5.1 mm, making it Apple’s thinnest product ever. It remains to be seen how Apple will manage to reduce thickness and create a smartphone slimmer without compromising the experience one would expect from the iPhone.
Perhaps the biggest question is: who will be the target audience for the iPhone 17 Slim and the Galaxy S25 Slim? Only time will tell, but slimmer smartphones, if they catch up with consumers, may mark the beginning of a new design language.
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Tighter AI integration and agents everywhere
AI agents can use software apps, websites, and other online tools before taking action on behalf of the user. (Image credit: Anuj Bhatia/Indian Express)
2024 was the year when tech companies began rolling out AI features on smartphones, with companies like Apple and Google promising deeper AI integration into their operating systems. However, neither the features nor the execution stood out. It was a muddled experience, with barely any AI feature standing out on its own. While there won’t be a full stop on the speed at which these companies plan to roll out AI-centric features on smartphones, there will be new ways (and possibly better implementation) to embed AI into the everyday smartphone experience.
Expect a plethora of AI features to be announced throughout the year, there will also be a focus on deeper and tighter AI integration into the user interface, whether through LLM-powered voice assistants like Gemini and Siri or by adding an AI agent (software that learns, creates actions, and executes them) into the most popular apps.
Improved security
Airtel is using an AI-based spam detection tool aimed at protecting users from unwanted calls and messages. (Image credit: Anuj Bhatia/Indian Express)
Cases of spyware attacks and malware injections on smartphones surged in 2024, as cybercriminals continued to exploit small screens through new methods, including SMS messages, spam calls, in-app chat links, and more. In India, however, UPI frauds and WhatsApp scams put millions of smartphone users at risk from hackers. Not just Android smartphones, but Apple’s iPhone — once considered safe from spyware and cyberattacks — wasn’t spared either.
However, as these attacks become more sophisticated and cybercriminals find new ways to gain access to users’ devices, companies must make scam tech a greater priority to protect users from attacks. Privacy and security also need to become an integral part of the operating system, leveraging encryption, biometrics, and on-device AI.
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The good news is that there has been some progress. Companies, including Google, Apple, and Meta (which owns WhatsApp), have launched a series of features to make their apps and smartphones more resistant to online threats. The latest iOS 18, for instance, includes a built-in password manager app, and app developers will now be able to offer a new way to pair accessories while protecting information about nearby Bluetooth devices. The bad news is that awareness of security features is still lacking, and consumers don’t necessarily take these features seriously, gravitating instead toward more popular features that are heavily marketed.
New software features to curb smartphone addiction
Focus allows iPhone users to create “modes” on their phones to customise which notifications are the most important and when they should alert them. (Image credit: Apple)
With pressure from the European Union to tackle smartphone addiction and growing calls to limit the usage of social apps among younger users, tech companies are being forced to make changes to their operating systems and business models to make smartphones less distracting. Android and iOS already offer software features such as Focus Mode to mute distractions when users need quiet time or a mental break from their smartphones.
However, this year, we could see a spate of features deeply integrated into the operating system that let users block interruptions and resist the temptation to use a phone when it’s not needed — new ways to turn smartphones into “dumb phones” and give parents more control over how their kids use a phone to foster safer and healthier online habits.
Repairable tech
Phone companies’ do-it-yourself tools and instructions for fixing smartphones are far from perfect, at least in their current form. (Image credit: Google Gemini)
A new trend that emerged last year and may grow even bigger in 2025 is the increased call to make smartphones more reparable. Tech companies, including Apple, Google, HMD and others, have started to offer more access to their devices through key documentation and tools. The way these companies have increased the percentage of recycled materials in their devices, along with the use of modular parts such as batteries and screens that can be easily replaced, is likely to continue in 2025 to improve repairability and recyclability.
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It’s a sign that the tech we use every day is becoming more repairable, as consumers’ right-to-repair laws in the US and Europe give users more power to repair their devices. This is not only good for the environment but also helps devices last longer and reduces the pressure on consumers to quickly buy new devices instead of repairing them. However, there are still some questions about whether repairable devices will improve product quality or if they will give tech companies more power to hike prices by selling expensive “repair kits” and spare parts to consumers.
