As a kid I was fascinated with the cool Nokia phones that came in crazy designs. Even towards the start of the decade we had gems like the Lumia 1020 which still holds up decently against current flagships. But like superhero movies the phones became monotone and after Apple gave us Siri (and Steve Jobs passed away) I haven't seen any amazing upgrade to the iPhone that made it a must have.
Finally smartphones have become more prevalent than laptops in many countries and everybody seems to own one now. There isn't a lot of new markets to expand to. The phone makers have no other options left but to go in for th crazy adventures again.
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