Smartphones at ESC 2022: always more, except for the price

The ESC, although disturbed by COVID, is an opportunity for many manufacturers to highlight new technologies, new concepts or simply new products.

This 2022 edition is no exception and was an opportunity to discover the first phones of 2022, most of which have a competitive price in common. With the progress made by different manufacturers and the increasing competition, it is difficult to justify high prices to consumers when a 700 euro phone does everything (or almost everything) like a 1000 euro phone.

Major manufacturers such as Apple, Samsung and Google seem to have understood the problem well and the announcements made at CES 2022 show the evolution in this direction.

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Samsung opened the Announcement Ball with the Galaxy S21 FE. In view of the success of the previous model, Samsung repeated the operation and offered a device with the same chip as the S21, a large battery, a 6.4 inch borderless screen and 5G for $100 less. A reduction in prices to the detriment of a less efficient sensor on the telephoto lens.

TCL announced two new aircraft: the 30 V 5G and the XE 5G. The price is not yet known, but traditionally TCL phone prices do not exceed $500. The 30 V 5G should be the top of the range of lights and will carry a Snapdragon 480, a 6.67 inch screen and a 50 megapixel sensor. The XE is content with a 6.52-inch screen, a 13-megapixel sensor, and uses a MediaTek Domensity 700 chip.

Nokia also announced its G range with the G400, equipped with the $239 5G. The manufacturer also unveiled cheaper options (4G only) with the G100 ($149), C200 ($119) and C100 ($99).

OnePlus announced its OnePlus 10 Pro at the show without revealing the price. Although the brand has become accustomed to high-end devices at lower prices than those offered by Samsung and Apple, it has moved away from this approach in recent years.

The OnePlus 10 Pro should therefore compete head-on with the iPhone 13 Pro and Galaxy S21 ultra. The official launch is scheduled for 11 January, but the manufacturer has already confirmed the presence of the Snapdragon 8 Gen 1, a fast 80 watt recharge and a photo block with three 50, 48 and 8 megapixel sensors. Its pricing position should be equivalent to that of the 9 Pro at its release ($969), placing it between the Pixel 6 Pro and the iPhone 13 Pro.

As usual, Apple did not participate in the CES, but rumors are that a new affordable phone, the iPhone SE 3. Moreover, for its next line, an iPhone 14 Max offering a larger screen without the extra cost of the Pro version would also be on the program.

Cheaper phones improving

According to a survey by the NPD Group, less than 10 per cent of consumers spend more than $1,000 on a phone, while 25 per cent and 30 per cent of consumers spend more than $501 to $750 and less than $300, respectively.

The iPhone 11 was as popular as the 12 Pro Max in the third quarter of 2021 and the Samsung A12 (at less than $200) was one of the highest-selling phones of the first three quarters of 2021 according to IDC statistics. The iPhone 11 was as popular as the 12 Pro Max in the third quarter of 2021, and the Samsung A12 (at less than $200) was one of the best-selling phones in the first three quarters of 2021 according to IDC statistics.

This success is due to the mastery of the technologies of high-end phones that are beginning to stream towards cheaper models such as support for the 5G, borderless screens, a part of photography with several objectives … Qualities found on aircraft such as the Pixel 6 (at $600) or the Galaxy S21 FE ($700) and partly on an aircraft like the A13 5G half cheaper.

Therefore, phones such as the iPhone 13 Pro Max and Galaxy S21 ultra must justify their price in excess of $1,000. For the time being, the manufacturers have chosen to rely on larger screens, better autonomy, but above all on a greatly improved part of photography intended for fans of this activity. With its S22 ultra, Samsung could also focus on productivity by delivering it with a stylus to replace the Galaxy Note range.

It seems difficult for manufacturers to make major innovations in the mobile telephony sector. While waiting for a technological leap, some try to break into niche markets (such as folding smartphones), while most simply update performance and photography as updates are made.

For 2022, therefore, the battle is likely to focus on price rather than technology. This is less exciting, of course, but for the customer, it's not a bad thing either.

Article CNET.com adapted by CNETFrance