In some ways, 2024 was probably the greatest years for smartphones in a very long time. When you may select a number of different improvements made in years prior, 2024 marked an vital 12 months the place telephones debuted extra eye-friendly shows, lastly adopted years of promised software program updates, bought 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 significantly regarding as a result of Samsung AMOLED panels usually use PWM dimming, which provides me complications and makes it inconceivable to make use of all these shows long-term, whereas BOE panels are much more eye-friendly.
We’re additionally seeing design convergence return to the “iPhone is greatest” 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 looks more 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 tendencies are constructive ones, however they may largely imply that 2025’s greatest telephones find yourself all feeling and looking the identical in North America, and that is one thing I might relatively keep away from.
Be collectively, not the identical
Smartphones in North America — significantly within the U.S. — are primarily purchased via 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 technique to get a brand new cellphone. Due to that, U.S. clients primarily purchase from 4 manufacturers: Apple, Samsung, Google, and Motorola.
In keeping with Counterpoint Research, lower than 10% of U.S. clients purchase from different manufacturers, a direct aspect impact of this shopping for mannequin. As such, corporations like Nothing, CMF, OnePlus, Nuu, Blu, and a number of other others have a tough time making vital positive aspects. Most China-based OEMS like vivo, Xiaomi, Oppo, and Honor aren’t even formally offered 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 some extent that Android telephones may all look totally different, however they share the identical core expertise and apps, giving customers true alternative with out sacrificing the apps or providers they love.
From the rumored Samsung Galaxy S25 to the lately launched Google Pixel 9 collection, 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 series, many telephones now simply appear to be an iPhone.
Many individuals appear to favor flat entrance glass on their telephones, if for no different motive than it makes discovering a tempered glass display protector simpler. Sadly, most Android telephones within the U.S. have (or could have) ultrasonic fingerprint sensors in 2025, that are typically quicker and extra correct — though that relies upon extremely on the particular person.
The problem is that many tempered glass display protectors render ultrasonic fingerprint sensors ineffective. They merely do not work in any respect when a protector is over prime. Looks as if it defeats the purpose, would not it?
This makes product testing extra vital than ever, significantly for the reason that greatest benefit of a flat show is that it makes including a display protector simpler. No fashionable Android cellphone does superior facial recognition, as Google tried to push again on the Pixel 4 line, so good fingerprint sensor efficiency is extraordinarily vital for a superb consumer expertise.
I am not satisfied the present {hardware} design trajectory is completely a superb factor, however that is why now we have to have alternate options. OnePlus and Motorola proceed to be the most important alternate options obtainable to Samsung, Google, and Apple, which is a good factor, contemplating the big three aren’t prioritizing eye health the way in which 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 which you could nonetheless purchase a superb cellphone with out spending $500, $1000, or much more. My hope is that these two corporations — plus a couple of others — proceed this trajectory via 2025 and buck the development of dearer telephones.
The China quotient
The U.S. authorities continues to wage financial warfare on China, and with that, a wave of recent tariffs and bans are anticipated to return ahead in 2025. Whereas that is interesting from a “home” standpoint, the issue is that almost all the actual 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 greatest hopes listed here are Nothing — in addition to Nothing’s sub-brand CMF — and Nuu. Nothing is predicated in London, and Nuu is predicated in Hong Kong. There are different manufacturers that might 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 for the time being, a “full ban” will not occur, however I totally anticipate worth will increase on telephones from Chinese language manufacturers, significantly within the U.S.
Provided that these corporations are among the many few retaining costs low, I might hope that lawmakers take a second to consider different financial repercussions earlier than making sweeping laws.
Higher efficiency than ever
For a protracted, very long time, Android has been a type of “second-class citizen” on the subject of efficiency versus Apple silicon. Final 12 months’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 cell and laptops. In different phrases, we’re getting laptop-grade efficiency out of our 2025 flagship telephones. Now that is a large 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 may lastly carry Pixels the efficiency enhance they’ve wanted in 2025.
Not solely that, however it’s stated that Qualcomm has completed a greater job of retaining thermals in test all whereas delivering higher efficiency. The final two instances 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 usually overheated. Based mostly on what we all know, the third time appears to be the attraction 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 usually felt prefer it. Tensor G4 efficiency within the Pixel 9 collection 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 phone category. Fewer gamers are at all times worse for competitors, however folding telephones stay a comparatively small portion of even the most important cellphone producers’ earnings statements, so it is not a lot of a shock to see one firm doubtlessly pulling out.
From my perspective, folding telephones are already glorious, and 2024 proved to be the perfect 12 months but for the section. Whereas we did not get a follow-up to the OnePlus Open, the Pixel 9 Pro Fold and the Honor Magic V3 each shocked me in the perfect methods.
2024 was an ideal 12 months for folding telephones, however with one participant rumored to go away the house, 2025 is feeling slightly unsure.
On the Flip-side, Motorola continues to impress with its Razr reboot. Motorola has constantly delivered glorious {hardware} design, very good battery life, surprisingly good cameras, and the easiest flip cellphone software program in the marketplace, plus a brand new dedication to offering long-term updates.
Total, although, I am not feeling the perfect 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 cellphone distribution programs, and smaller gamers have a tough time getting a foot within the door due to it. If there’s any sort of change wanted right here, it is to assist transfer folks away from service dependence so we will have higher selections for cell units.
