Many of us have had that sinking feeling lately: another version of a favourite tech tool is being launched, just as we’ve bought the previous one.
In a recent post over on re/code, John Horn, CEO at Ingenu, argues that this incessant ‘upgrade culture’ might be tech’s ultimate downfall. And standing there with a brand new ‘old product’ it is easy to sympathise with his point of view. It feels as though a conspiracy is being played out – and that we the consumers are the last to be told the crucial piece of news.
LAUNCHING NEW POINTLESS VERSIONS OF WELL-WORKING PRODUCTS IS A CONSIDERABLE DRAIN ON RESOURCES, PARTICULARLY ENERGY.
The emperor’s new tech device
Horn is potentially on to a crucial flaw in tech’s overall business design. The yearly upgrade cycles that have taken hold over the past decade are starting to wear thin, and not only at the knees. For each new upgrade released there are diminishing returns. Cue Apple’s last iPad Pro launch, which was greeted with a weary shrug, if that.
The emperor is in the process of being called out it seems.
The tech-nostalgians are coming
Early adaptors (or should we call them early tech-nostalgians?) are starting to go back to the future, seeking out the stellar and sturdy products of a decade ago, seeking where the forking paths split and trying the road less travelled. Cue Techradar’s post from March 2015 calling the Nokia 3310 “the greatest phone of all time”.
A climate question
As the latest in a long row of UN climate conferences is under way: the upgrade frenzy must come under additional scrutiny. Launching new pointless versions of well-working products is a considerable drain on resources, particularly energy. A sustainable development model seems incompatible with the buy and discard culture forced on us by the likes of Apple and Samsung.
As Horn argues:
“Instead of constantly upgrading, perhaps it’s time for companies to concentrate on core competencies. Competitive advantage comes with focus. Managing fewer technologies decreases the cost of goods sold and increases the product attributes. If we pack more expertise into each product, consumers will benefit.”
And so would the climate.
As consumers we have the power to overthrow the current upgrade system – and Tech would ignore us (and the environment) at their peril.
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