CES 2024 – Smartphone announcements skip AI hype

CES 2024 once again served as a launching pad for the latest technological advancements with a clear focus on all things AI across categories.

Announcements in the smartphone sector, however, were distinctly void of the all-encompassing AI hype at the event. A few companies in the smartphone space stood out for a variety of reasons: Apostrophy's privacy-focused smartphone OS, TCL's Nxtpaper displays on smartphones, ASUS ROG Phone 8 gaming phones and Click's QWERTY keyboard case for iPhones.

Apostrophy's Privacy-Focused Smartphone OS:

Swiss-based Apostrophy used CES to show off the company’s commitment to user privacy with its own Android OS fork. The aim of the project is to provide users with an alternative to iOS and standard Android, addressing increasing data breaches and privacy across online services and apps. Apostrophy has taken a bold step by introducing an OS designed with security and privacy at its core history is littered with failed attempts at third or fourth OS options.

At the core of Apostrophy’s value proposition is OS-level encryption protocols, supported by infrastructure based in Switzerland, ensuring that user data remains confidential and protected from unauthorized access. Essentially, the OS allows users to de-couple from Google services on Android and enable users to make data privacy decisions on a per-app basis.

The UI is designed to visualize the premise of the system. The “Domus” home screen is held in gray and gives users access to key apps like calendar, phone and email clients. However, users can add other Android apps to their device on a second screen, called “Piazza,” where users have access to apps they have become familiar with. Importantly, with each app, users can dial-in their privacy settings to their specific comfort level.

The first device launching with the OS is Punkt.’s MC02 smartphone ($750/€700, unlocked). The hardware of this device is unremarkable, but the critical point for Apostrophy is to launch it’s OS to the market and add additional OEMs as time goes on. For buyers, the relatively steep hardware price (for the current model) is compounded by the fact that continued usage of the security features will require a monthly fee.

While a ~$20/month usage license might seem high for most smartphone users, buyers of these security and privacy focused devices are likely aware of the value their user data has to online service providers. It is likely that this additional cost can be justified in the mind of the target audience as essential to keeping their data private. For enterprises dealing with data security threats already, this type of device could be a welcome alternative to existing providers like Google, Samsung and even Apple. In this scenario, the monthly subscription can be baked into the overall security budget for mobile device usage.

The focus on privacy, and the ability to deploy with enterprises, should be an attractive offer for some users and companies. It will be critical for the company to quickly add more partners to the platform to demonstrate the company’s ability to be counted on for a significant deployment lifecycle.

TCL Nxtpaper Displays on Smartphones

TCL has once again demonstrated its display technology with the introduction of the latest generation of Nxtpaper displays on smartphones. Nxtpaper technology combines the benefits of e-ink displays with traditional LCD screens, providing users with a unique viewing, and tactile, experience.

The displays offer enhanced readability, reduced eye strain, and remarkable battery efficiency, making them an ideal choice for avid readers and professionals who spend extended periods looking at their smartphones. TCL's Nxtpaper displays provide the company with a differentiator vs. their usual competition in the crowded mid-range smartphone segment.

In a first, the TCL 50 XE Nxtpaper 5G and the 50 XL Nxtpaper 5G will become available to US buyers later in the year. In the past, the company has struggled to capitalize on the popularity of its TVs in the US to drive market share gains for its handset business here. The launch of the Nxtpaper devices could be the devices ready to challenge Samsung and Motorola’s positions in the mid-range segment.

ASUS ROG Phone  8 Gaming Phones

ASUS launched the ROG Phone 8 gaming phones. Packed with cutting-edge hardware (Pro: Qualcomm’s Snapdragon 8 Gen 3 chip, 24GB of RAM, refresh rate of up to 165Hz on the 6.78 inch AMOLED screen, 5,500 mAh battery) and innovative features (AeroCool X fan for the Pro Edition variant, rear LED screen for animations), the ROG Phone 8 series caters specifically to mobile gamers.

ASUS continues integrated gaming-centric features with everyday functionality like wireless charging and a 6-axis gimbal stabilizer on the main 50mp main camera lens, positioning the ROG Phone 8 series as a versatile device for both gaming enthusiasts and general users.

Click's QWERTY Keyboard Case for iPhones

In a market dominated by touchscreen keyboards, Click tries to turn back time with the introduction of a QWERTY keyboard case designed specifically for iPhones. The tactile feedback and familiarity of physical keyboards appear to remain attractive to a subset of smartphone users, or so the company hopes.

The keyboard case seamlessly integrates with iPhones, providing a tangible keyboard experience without impacting display real estate. With responsive key switches and a slim profile, Click's QWERTY keyboard case enhances productivity for users who prefer the tactile feel of physical keys, positioning itself as a must-have accessory for professionals on the go. Importantly, the keyboard integrates familiar keyboard shortcuts, making it an integrated solution. The pass-through charging solution appears to make it easier for user to charge their devices vs other solutions, like LG’s Dual Screen case which required an adapter for the USB-C charging cable to charge the device while in the case.

While it is unlikely that a large portion of global smartphone users is longing to return to physical keyboards, efforts like Click’s and Asus integration of a second display and cooling accessories are opportunities for brands to invigorate marketing around smartphone as the first-time buyer pool continues to shrink.

Conclusion

CES 2024 has showcased a diverse array of products for the smartphone market. These innovations not only reflect the industry's commitment to addressing user needs but also hint at the future direction of consumer electronics, where privacy, display technology, and user experience converge to create a more seamless and secure digital environment.

Now, onward to MWC at the end of February, where a host of new smartphones are set to be launched from a variety of global brands.