: While consumers buy the hardware, manufacturers like Apple and Samsung "buy" back into the user’s life after the sale, profiting from app store cuts, subscriptions, and search data. The Changing Landscape of Ownership
In a world where 90% of the population carries a mobile phone, the "buyer" is no longer just one person but a collection of distinct archetypes, each driven by a different need, from the thrill of the new to the necessity of daily life. The Protagonists of the Upgrade Cycle who buys phones
: Representing the 33% of Americans open to refurbished devices , these buyers prioritize value over the latest features. They are often younger generations, like Gen Z and Millennials , who are more confident in the resale value and sustainability of used tech than older generations. : While consumers buy the hardware, manufacturers like
The way we buy is shifting. Instead of simple ownership, nearly are now interested in leasing models or "Device-as-a-Service," treating phones more like cars than small electronics to manage rising costs and diminishing innovations. They are often younger generations, like Gen Z