The Evolution of Phone Launches: From Hardware Hype to Software Spotlight

Google’s latest Pixel launch event had me reflecting on how phone launches have evolved — and honestly, how repetitive they’ve started to feel.

There was a time when phone launches were all about hardware. Gorilla Glass versioning was front-page news. We got excited over megapixel counts, new chipsets, screen refresh rates, new phone design and battery innovations. The stage was dominated by tangible improvements you could see and feel.

Fast forward to today, and the story has changed.

Now, software takes center stage. AI capabilities, computational photography, smarter assistants, and OS-level experiences are the stars of the show. While these are undeniably important — and impressive — there’s an odd redundancy starting to emerge.

Why? Because the major players already have entire events dedicated to showcasing software. Google has I/O. Apple has WWDC. Samsung has Galaxy Unpacked and its own developer conferences. These events go deep into what’s coming in the next OS versions, AI advancements, and ecosystem features. So when phone launch events roll around and focus again on the same software talking points, it starts to feel like a rerun. The hardware — the actual phone — becomes an afterthought, even though it’s the thing we’re being asked to buy.

This shift isn’t necessarily bad — it reflects where true innovation is happening. But it does raise a question: If software is the star, should phone launches still try to act like hardware showcases?

At some point, the industry may need to rethink how these launches are presented. Because right now, they’re starting to blur together — and that magic, the excitement of unveiling something truly new, is getting lost with teasers and leaks making their way in the interweb months/weeks prior to the event.

Through the lens