Key Takeaways
- Smartphone launches have become fragmented, with double launches in different regions causing confusion and disrupting the traditional launch cycle.
- Brands risk diminishing their own hype and losing consumer interest by launching devices in different territories at different times, as global information spreads quickly.
- Some brands are launching earlier and earlier to stay competitive, but this results in outdated devices by the time of a global launch, undermining their messaging and brand strategy.