# Next Year is an Absurd Assurance: Why Tech Firms Keep Us Anticipating
In the dynamic realm of technology, commitments to forthcoming updates and functionalities have become a prevalent marketing tactic. Firms such as Google, Apple, Samsung, and others frequently unveil new devices with the enticing promise of features that will be available “next year” or “soon.” Nevertheless, as consumers, we’ve become progressively doubtful of these assurances. Why? Because next year often seems like an absurd guarantee—one that may never completely come to fruition.
## The Escalating Trend of Promising Future Functionalities
It appears that an increasing number of tech firms are launching products with the assurance of forthcoming updates that will unlock essential features. Although this practice isn’t novel, it feels like the wait times for these updates are extending, and the costs of the devices are rising. This combination makes the postponed features more prominent—and infuriating.
You can’t pinpoint any single company for this practice. Google, Samsung, Apple, and even smaller tech entities have all engaged in it. But what drives them? The explanation is straightforward: they aim to entice you to purchase their product now, even if it’s not entirely ready. By pledging what the device *could* potentially offer in the future, they create a sense of anticipation and excitement, which can boost sales.
## What Causes Features to Be Delayed?
There are numerous reasons why companies might postpone the release of specific features. Let’s delve into some of the most prevalent ones:
### 1. **Government Regulations and Certifications**
One of the primary obstacles for tech companies is government oversight. If a feature utilizes new technology or could disrupt existing tech, it needs to be evaluated and sanctioned by the relevant regulatory entities. This procedure can be time-consuming, as every country has distinct rules and regulations.
For instance, if a new feature entails wireless communication, it must be tested to ensure it does not interfere with other devices or networks. This is particularly critical for features associated with healthcare, where precision and safety are vital. A device that misdiagnoses a health condition could lead to serious outcomes, so regulatory bodies exercise extra caution in approving such features.
A recent illustration is the postponement of the temperature sensor in the Google Pixel 8 Pro. While the hardware was ready, the feature could not be activated until it received regulatory approval.
### 2. **Patent Conflicts**
Another frequent justification for delays is patent disputes. Companies often find themselves embroiled in legal skirmishes over who holds the rights to a specific technology. Until these disputes are resolved, the feature in question may remain inactive.
For example, Apple recently faced a patent conflict with Masimo, a company that produces medical-grade oxygen sensors. Consequently, Apple Watch models sold in the United States cannot track blood oxygen levels until the legal matter is resolved. Once settled, Apple can activate the feature through a software update.
### 3. **Technical Difficulties**
At times, the delay is merely a result of technical difficulties. Companies may have ambitious ideas for what their devices should accomplish, but realizing those ideas can take longer than anticipated. For instance, Google promised an improved zoom feature using AI on the Pixel 8 Pro, but it wasn’t ready at launch. Consumers had to wait for the Pixel 9 release to witness the feature in action.
Even when the hardware has the capability, the software may not be prepared. Developing, testing, and refining new features can be time-consuming, especially when they involve intricate technologies like artificial intelligence or machine learning.
### 4. **Market Rivalry**
Tech companies are continuously pressured to introduce new products to maintain a competitive edge. Postponing a product launch because a feature isn’t ready could drive potential customers to opt for a rival product. No firm desires that. As a result, they might launch the product with the promise that the absent feature will be activated later.
While this approach enables companies to bring their products to market more quickly, it also leaves consumers awaiting features that could take months—or even years—to be realized.
## The Effect on Consumers
For consumers, the allure of future features can be both exhilarating and exasperating. On one side, it’s thrilling to contemplate what your device may accomplish in the future. Conversely, waiting for these features can be frustrating, particularly if they take longer to arrive than anticipated—or fail to arrive at all.
This prompts a crucial question: Should you invest in a product based on what it *might* do in the future, or should you only purchase based on its current capabilities?
### The Peril of Investing in Promises
When you invest in a product based on pledged future features, you’re assuming a risk. There’s no assurance that the feature will ever be launched, and even if it is, it may not function as well as you had hoped. In some instances, companies may completely abandon the feature if they face excessive technical or regulatory obstacles.
For example, Google’s enhanced zoom feature for the Pixel
