Skip to main content

The 'upgrade effect' is why you seem to break your iPhone when a new one's out

iphone upgrade effect 6 broken display
Kyolshin/123RF
We are subconsciously more careless with our iPhones when looking for a reason to upgrade to the latest model, according to a new study which has documented the phenomenon. Researchers at the Columbia Business School found that incidents of loss peak shortly before the launch of a new device, with a peak in damage occurring after the new model is released.

It’s called the upgrade effect, and is a result of the “gotta have it” consumer culture we live in. Marketers bombard us with reasons why we need to get the latest and greatest, and apparently we respond to it — even if we don’t realize it.

Recommended Videos

Our need to upgrade isn’t unique to the Apple faithful. Researchers in the past have linked an increase in cavalier attitudes toward other possessions when newer and better versions are available. Data further suggests that this isn’t necessary intentional: it’s more of a subconscious reaction than anything.

Please enable Javascript to view this content

The behavior was observed even among those who think they always take good care of their stuff. These people also showed an increase in more careless behavior when new models came to market. Some of us might notice it in our own behaviors (anecdotally, I broke every iPhone I’ve ever owned — except for one — late in my ownership of them and when plenty of juicy details on the next device were out).

“We would feel guilty about upgrading without a reason — but if our current product were damaged or depleted, we’d have a justification to upgrade without appearing wasteful,” study co-author Silvia Bellezza was quoted by Mashable as saying in a statement. “So we use our phone in the rain or leave our laptop behind at airport security without being aware that our carelessness has an underlying motivation.”

The researchers used a dataset of 3,000 lost iPhones, along with an online survey of 602 iPhone users. This was compared with lab data on similar behaviors surrounding mugs, glasses, and other items, which found a similar pattern.

The study will be published in a future issue the Journal of Marketing Research.

Ed Oswald
For fifteen years, Ed has written about the latest and greatest in gadgets and technology trends. At Digital Trends, he's…
The latest iOS update might have reactivated Apple Intelligence features
A person holding the Apple iPhone 16 Pro Max.

Some iPhone users have reported that yesterday's update to iOS 18.3.1 reactivated once-disabled Apple Intelligence features on specific devices. Certain features, like Notification Summaries, had been shut off over concerns about accuracy. Now users are reporting that these features have been re-enabled following the update.

Devices that displayed a welcome screen after updating seem to have a higher chance of these features being re-activated. Reddit user u/Hanthunius reported the bug on their iPhone 15 Pro Max, while others saw the features make a comeback on Mac devices. MacRumors tested this theory, and while Apple Intelligence remained disabled on iPadOS and iOS in their tests, the Mac Mini was a different story.

Read more
Apple seeds critical update to guard iPhones from USB hacking tools
Installing iOS 18.3 update on an iPhone 16 Pro.

Apple has released a fresh software update for iPhones and iPads to plug a critical flaw that could allow bad actors to extract data even from a locked device. The company says if granted physical access, an attacker could break past the safety of USB Restricted Mode on the target iPhone or iPad.

The aforementioned guardrail prevents USB accessories from pulling data from an iPhone that has been sitting in a locked state for over an hour. It seems there was an authorization flaw within Apple’s Accessibility framework that could allow an attacker to disable the USB Restricted Mode safety net.

Read more
This Reddit user wrote a Shortcut to estimate iPhone charging time
Black Nomad Stand One Max charging stand on household table with iPhone, Apple Watch Ultra, and AirPods Pro docked and charging.

For a long time, iPhone users have requested an estimate for how much longer it would take their phone to charge, but Apple has yet to come through. Reddit user u/AlxR25 grew tired of waiting for the feature and decided to create one themselves, sharing it on the r/iPhone subreddit.

They created the Shortcut through a combination of commands and instructed it to run immediately upon connecting the iPhone to a charger. When enabled, a message pops up with an estimate for how long until the phone is fully charged.

Read more