The Sneaky Way Manufacturers Are Trying to Get You to Buy More Tech

Does it seem like you need to buy a new smartphone or computer more frequently these days? If so, it's not your imagination. You're experiencing a sales approach called "planned obsolescence."

Planned obsolescence is a strategy of deliberately ensuring that current versions of products become out-of-date or useless within a specific time period, guaranteeing that consumers must buy replacements. This approach affects both your pocket, as you keep replacing your tech devices, and the environment, as the old tech gets sent to landfills.

But, if you learn how planned obsolescence works, you can take smart steps to reduce its impact. Tech companies can also buck this trend and improve product quality and longevity with the help of QA companies (see https://www.bairesdev.com/expertise/software-testing-qa-outsourcing/).

History

Planned obsolescence started in 1929 when General Motors (GM) executives realized that the U.S. car market was approaching saturation. They needed to find a way to get people who already had cars to buy more cars. Charles Kettering, head of research, proposed driving up sales by offering new and "improved" models to create consumer dissatisfaction with older cars.

GM started updating the look of its cars every year, with new exterior designs and interior features. It was such a successful strategy that, by the 1950s, half the cars sold in the U.S. were made by GM.

After its start in auto manufacturing, planned obsolescence spread to many other industries, including fashion, home appliances, and computer technology.

Strategies

 There are different types of planned obsolescence, all designed to ensure demand and generate higher sales:

Obsolescence of Function. "New and improved" versions, with changes to design and features, make older models appear obsolete, even though the function may only be marginally better.

Obsolescence of Quality. Companies intentionally design products to break quickly or stop functioning within a shorter time by using lower quality parts or materials.

Prevention of Repair. Manufacturers design products you need to replace when just one component breaks or wears out because either replacement parts are not available or products can't be opened to access parts.

Perceived Obsolescence. Businesses launched a trendier version that makes your current model look old and outdated, even if it still works just fine.

Systemic Obsolescence. New systems or functions, like updated software or operating systems, don't work with older models.

Programmed Obsolescence. Manufacturers program products to stop working after a set number of uses.

Obsolescence by Depletion. Products can no longer use the newer versions of consumable supplies because of changes in design.

Examples

The tech industry includes numerous examples of planned obsolescence for products like smartphones and computers. In fact, their current replacement cycle has shortened to 2-3 years.

Components, particularly batteries, tend to wear out before the device would otherwise stop working. When they do, you often can't replace them and instead have to throw out the device and buy a new one. Even when parts are available, some phones and computers require such highly specialized tools to open, that you can't do it yourself.

Phone and computer storage space gets filled up by newer, larger apps and operating systems, causing slower speeds or total lack of function. Newer software generations are commonly incompatible with older device models, such as Apple's latest Catalina OS which doesn't run on Macs made prior to 2012.

Tech companies often stop supporting or updating security features for older models, making your phone or computer more vulnerable to cyberattacks. For example, Microsoft no longer provides security patches for Windows 10 version 1703. Since you might not be able to upgrade older devices, replacing them becomes the only option to stay protected.

Benefits

Planned obsolescence isn't entirely negative. A company's desire to sell new tech products can spur industry-wide innovation and result in real improvements in product safety, function, and efficiency. It can promote competition, driving technological progress and leading to truly better products, like smartphones, lightweight laptops, and faster microprocessors, for everyone.

Ways to Resist

You may be vulnerable to the planned obsolescence of tech products, but you're not helpless. There are concrete steps you can take to minimize negative effects. When new versions come out soon after older models, look closely at changes to see whether they improve performance or quality in any significant way. Resist your first gut reaction to buy something; instead, think through your decision carefully to determine whether you need something new or whether what you have is fine.

Take care of your tech devices and stay current with ongoing maintenance to make them last as long as possible. Repair tech products when you can and learn about the "repair culture" that may be available to you, through online tutorials or in-person workshops.

Additionally, consider these buying tips:

• Research tech products before buying through reviews and ratings of reliability and performance.

• Get recommendations from repair shops about which brands last longer.

• Seek out and support companies that design products to last and to be easily repairable.

• Buy second-hand or refurbished devices.

• When you do buy new, buy better quality, as low-end products tend to wear out even more quickly.

In Summary

Planned obsolescence is real and can have negative effects on all of us. You can take conscious steps to understand it and lessen its impact, helping both the environment and your wallet.