2022 was a very different year for smartphone fans. Every brand, big and small, has been launching new smartphones throughout the year, but somewhere the excitement was missing. It seemed like the pace of innovation suddenly stopped and it was visible on newer phones. More and more smartphones looked like they were cut from the same box, resulting in nearly identical devices. Meanwhile, some brands went overboard and offered different versions of the same smartphone.
In short, it hasn’t been the best year for the smartphone market. After covering the smartphone market for years, I decided to create a wish list of what smartphone manufacturers should be doing in 2023.
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Xiaomi needs to streamline its portfolio
The third largest smartphone maker in the world is grappling with a unique challenge in India. Its current smartphone portfolio looks the same as the last one. Mi India website shows four models listed under Redmi Note 11 series – it gets very confusing which model to buy and who Xiaomi is targeting each device. And even buying Xiaomi’s high-end offering is more confusing than ever.
The company offers several models as part of the Xiaomi 11 aimed at the mid-premium segment. Most buyers probably couldn’t tell the difference between the Xiaomi 11i 5G and the 11i Hypercharge 5G. It’s gotten to a point where it seems Xiaomi is launching new phones one after the other with no clear purpose. It just wants to be present in every price range, so it continues to expand its market share. Xiaomi did the same with its Poco sub-brand, which continues to produce dozens of rebranded smartphones at a mindless speed.
In the third quarter, Xiaomi felt the heat as it missed out on profits due to lack of demand for its smartphones. After taking a lead in the smartphone market, Xiaomi went through tough times when it started making too many phones, most of which were mediocre. For 2023, Xiaomi has to reduce its smartphone portfolio and offer a handful of models as part of a clear strategy.
Apple recently dropped the iPhone mini and introduced a larger iPhone Plus model. (Photo credit: Shruti Dhapola/Indian Express)
Bring back the iPhone mini and throw away the iPhone Plus
The iPhone 14 Plus was launched as a replacement for the iPhone mini but has become Apple’s best-selling device in recent years. While we’ll never know what Apple’s internal expectations for the iPhone 14 Plus were, the device has performed poorly commercially if some reports are to be believed. The not-too-great response to the iPhone 14 Plus may be related to two things: the price and the perks, which are better devices. No matter how Apple marketed the iPhone 14 Plus, the device was way overpriced. Starting at Rs 89,900, the Plus felt like a missed opportunity. For something more, the iPhone 13 Pro Max made more sense than the iPhone 14 Plus for obvious reasons.
Perhaps the biggest competition for the iPhone 14 Plus came in the form of the iPhone 14 Pro Max. Consumers were more willing to spend more on the Pro Max because they knew they were getting more features for a higher price. The iPhone 14 Plus lacked the 48MP sensor, A16 processor, or Star Dynamic Island feature that put the plus-size model in a super weird position. To be clear, the iPhone 14 Plus wasn’t a bad device, but it was positioned to give it less of a chance to click with consumers.
Some are now also saying that the iPhone mini also had a disappointing fate. Well, let me tell you that there is a difference in the positioning of each phone. The iPhone mini was always a niche device with its 5.4-inch screen and compact footprint, but the Plus was designed from day one to woo mainstream users. So yes, replacing the Mini with the Plus was a mistake by Apple. More so, a misconception that the Plus form factor could replace the Mini. Needless to say, I’d love to see Apple bring the Mini back into the iPhone lineup in 2023 and instead trash the Plus.
Samsung needs to find a way to lower the price of the Galaxy Z Flip. (Photo credit: Shruti Dhapola/Indian Express)
An “affordable” version of the Galaxy Z Flip
Regardless of where you stand on this argument, most would agree that the Z Flip is unique. It has an interesting design with a bendable screen that folds in half. The problem with this is that the Z Flip represents a huge missed opportunity for Samsung and foldable phones as a whole. The Galaxy Z Flip is the entry point in foldable smartphones, but it’s quickly becoming clear that Rs 90,000 isn’t what the majority of consumers will pay for a Z Flip, and for the more realistic price ratio above Rs 55,000 the price takes a smash .
I totally understand Samsung’s positioning of the Z Flip: as a sophisticated smartphone for those who want to flaunt a foldable phone that really stands out. Wouldn’t it be nice for Samsung to offer a cheaper version of the Z Flip at Rs 50,000? It had to happen, and I think Samsung should look into this area. I think the cheaper version of the Z Flip has a real chance of making foldables mainstream. Maybe it needs to revive the “Galaxy FE” branding and come up with a mid-range version of the Z Flip without too many compromises.
OnePlus releases too many smartphones these days and it damages its brand image. (Photo credit: Nandagopal Rajan/Indian Express)
OnePlus needs to switch back to the two-flagship strategy
OnePlus was the darling of the premium smartphone market for years, but that “explosive” growth ended and now no one knows what the brand stands for. The saving grace for OnePlus was the quality of its flagship phones, but cracks are already showing. There’s a deeper issue that needs to be resolved, and it’s the two-brand strategy that’s affecting OnePlus’ image.
The decision to stick with high-end phones and then also create a new range of OnePlus Nord phones aimed at the lower end has made things more confusing. Its mobile strategy is muddled and brands like Apple are benefiting at the expense of OnePlus in the Indian market. OnePlus fans are notoriously loyal, but there are signs that loyalty is now being tested.
But all is not lost. Despite its merger with Oppo and the confusing decisions it’s made recently, OnePlus can still fall back on the old strategy of capping two flagships a year and reversing the “flagship killer” narrative. If it doesn’t, it will be another missed opportunity for OnePlus to go back to its roots and live up to the promise of its name.
