How Some Brands Use “Innovation” to Mask Planned Obsolescence
Have you ever felt like your favorite gadget or appliance had to be replaced sooner than expected? You’re not alone. In today’s fast-paced world, brands are constantly touting “innovation” as the reason for their latest product releases. But sometimes, that shiny new feature is just a clever disguise for something less consumer-friendly: planned obsolescence. This sneaky practice means products are intentionally designed to have a limited lifespan, nudging you to upgrade more often than you’d like. Understanding how brands use innovation to mask planned obsolescence can help you make smarter buying decisions, save money, and reduce waste. Let’s pull back the curtain and see what’s really going on—and what you can do about it.
1. The “Must-Have” Feature Trap
Every year, tech giants roll out new models with just enough tweaks to make last year’s version feel outdated. Maybe it’s a slightly better camera, a new color, or a feature you didn’t even know you needed. While these updates are marketed as groundbreaking innovation, they often don’t justify the cost—or the environmental impact—of replacing a perfectly good device. Many consumers feel pressured to upgrade due to subtle software changes or discontinued support, not because their devices are truly obsolete. Before you rush to buy the latest model, ask yourself: Is this “innovation” really essential, or just a clever way to keep you spending?
2. Software Updates That Slow You Down
Have you noticed your phone or laptop getting slower after a big software update? You’re not imagining things. Some brands use updates to introduce features that older hardware can’t handle efficiently, making your device feel sluggish. This tactic nudges you toward buying a new product, all under the guise of “improving your experience.” In fact, Apple faced a lawsuit in 2017 for intentionally slowing down older iPhones with software updates—a practice they claimed was meant to preserve battery life, but which many saw as a form of planned obsolescence. To avoid falling into this trap, consider delaying major updates or researching how they affect older devices before installing.
3. Non-Replaceable Parts and Repair Restrictions
Remember when you could easily swap out a phone battery or fix a broken screen at a local shop? Those days are fading fast. Many brands now design products with sealed components or proprietary screws, making repairs difficult or impossible without specialized tools. This “innovation” is often marketed as making devices sleeker or more water-resistant, but it also means you’re more likely to replace the whole product when something goes wrong. The Right to Repair movement is gaining traction, pushing for laws that require companies to make repairs easier and more affordable. Until then, look for brands that support repairability and offer replacement parts.
4. Discontinued Support and Forced Upgrades
It’s frustrating when your device stops receiving updates or support, even though it still works fine. Brands often justify this as a necessary step to focus on “innovative” new products, but it’s a classic example of planned obsolescence. Without security updates or access to new apps, your device becomes less useful—and potentially vulnerable to cyber threats. This is especially common with smart home devices, where manufacturers may pull the plug on cloud services, rendering products useless. To protect yourself, research how long a brand typically supports its products before you buy, and consider open-source or widely supported alternatives when possible.
5. Eco-Friendly Claims That Don’t Add Up
Many brands now tout their latest products as “greener” or more sustainable, but sometimes these claims are more about marketing than meaningful change. For example, a company might highlight recycled materials in a new phone while quietly making it harder to repair or recycle the device at end-of-life. This kind of “green innovation” can mask planned obsolescence by making consumers feel better about frequent upgrades. Look for third-party certifications and transparent reporting on a brand’s environmental impact to cut through the hype. Don’t be afraid to ask tough questions about repairability, recyclability, and long-term support.
6. Subscription Models and Feature Lock-In
The rise of subscription-based services and “feature lock-in” is another way brands use innovation to keep you on the upgrade treadmill. Instead of owning your software or even some hardware features outright, you’re now renting access, and that access can be revoked or changed at any time. For example, some car manufacturers are experimenting with monthly fees for features like heated seats or advanced navigation, even if your vehicle already has the necessary hardware. This approach can make products feel obsolete faster, as new features are reserved for those willing to pay extra. Before committing to a subscription, weigh the long-term costs and consider whether you’re truly getting value for your money.
Rethinking “Innovation” for Smarter Choices
It’s easy to get swept up in the excitement of the latest and greatest, but not all innovation is created equal. By recognizing the signs of planned obsolescence—masked as innovation—you can make more informed decisions, save money, and reduce your environmental footprint. Look for brands that prioritize longevity, repairability, and genuine improvements over flashy marketing. Remember, real innovation should make your life better, not just shorter for your wallet or the planet.
What’s your experience with planned obsolescence? Have you ever felt pressured to upgrade by so-called “innovation”? Share your stories in the comments below!
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