Have you noticed how titanium has become the buzzword in smartphone marketing lately? Especially with the Apple iPhone 15 Pro being proudly advertised as made of this precious metal. Now, Samsung is joining the club with its Galaxy S24 Ultra, waving goodbye to its Armor Aluminum frame in favor of the illustrious titanium. But let's pause for a moment and ask ourselves, do we really need to be fixated on titanium?
Sure, titanium has its perks; it's lighter than aluminum and stainless steel. Apple used it to shed some weight from its iPhone 15 Pro, a welcomed change after the somewhat hefty iPhone 14 Pro. Samsung opted for titanium in the Galaxy S24 Ultra for increased durability – another valid reason. However, does this warrant an abundance of advertising solely focused on the material?
Take Apple's 39-second commercial titled "Titanium," for instance. It has garnered 22 million views on YouTube. Yet, what substantial information do you gather about the iPhone 15 Pro other than its newfound titanium composition? Almost nothing, except that it's available at AT&T.
Thankfully, Samsung hasn't gone all-in on the titanium hype in promoting the Galaxy S24 Ultra. Instead, it wisely lets the spotlight shine on the new suite of Galaxy AI features unveiled at its latest Unpacked event. This shift is a breath of fresh air. After all, titanium is not groundbreaking news; it's been around for quite a while.
Maybe my perspective seems a bit exaggerated (I have to grab attention somehow), but there's some truth in it. Whether it's titanium or aluminum, my phone is going into a case. It doesn't matter if it's adorned with a luxurious frame; all I'll see is rubber and polycarbonate. And let's not forget, a titanium frame doesn't shield the delicate glass front or back of a device, both more susceptible to damage than the frame.
Despite these considerations, people might still be enticed to purchase the iPhone 15 Pro or Galaxy S24 Ultra just because they are made of titanium – which does sound fancy, to be fair. However, let's not make it the sole reason to splurge over $1,000 on a smartphone. Choose your phone for its cameras, software features, or how seamlessly it integrates with your tech ecosystem. Think of a titanium frame as the cherry on top, not the main course.
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