When the iPhone first came out, it started an era of "all-in-one" hardware. Your phone was your music player, camera, e-reader, computer, messaging device, and internet browser all in one. I remember stuffing my old mp3 player and digital camera in the back of my closet instantly when I bought my first iPhone because they felt redundant next to the promise of devices that could do it all.
But now the trend seems to be reversing the other way, with specialized, personalized devices making a comeback. It’s a direct response to the homogenization of bundled hardware—when everyone has the exact same device from the dominant player in the market. Now, people are gravitating toward computing devices that serve as extensions of their values, evoke a sense of nostalgia, and are hyper-specialized for one specific function.
computing devices that are uniquely personalized
Everyone and their mom has a digi cam again - low-quality photos that were once discarded have now become a staple in a cool girl's instagram photo dump. Whether they're revived from the backs of closets, discovered on the shelves of thrift stores, or scored from e-bay bidding wars, these devices tap into the social currency of the chronically online generation: the desire to stand out. In a world over-saturated with perfectly curated content, these grainy 90's style images from the old-school cameras rebel against pixel-perfect expectations, capturing photos in a way that not everyone can recreate.
what's old is new again
Fashion famously follows a 20-year nostalgia rule, where every 20 years, old trends come back into style. This pattern explains why mom jeans came back in the mid-2010s as part of a broader resurgence of 90s fashion, and low-waisted jeans made a comeback in the early 2020s, a nod to the defining look in the early 2000s.
The same is true for technology. Young adults and teens just experimenting with their own personal style and technology preferences encounter older gadgets in film, media, and thrift shops. Coming across old tools that they've never experienced in their generation almost makes them seem "new" and exciting, creating a profound appeal for them. Romanticizing the past as the "good old days" strengthens this feeling, especially from a techno-social lens, where human interactions felt much more personal and special - people met their friends by chance or have shared experiences without it being influenced by algorithms or curated feeds. This longing draws people towards experimenting with retro tech or even "de-upgrading" their current devices to get closer to a more intentional way of interacting with technology.
Often new hardware devices that are coming out leverage this by packaging new technology in a design that evokes a sense of nostalgia like the PlayDate which draws inspiration from classic handheld gaming consoles.
doing less: a feature, not a bug
Most people today have a love hate relationship with their phones. What began as an all-in one computing tool has now transformed into a black hole of distractions, infinite feeds and interruptions meant to keep you hooked, leading to a collective burnout.
As a response, people are increasingly excited about low-tech devices that intentionally do less. Examples of this include the Daylight Computer, a healthy computer focused on reading, writing, and note-taking, that's now completely sold out for the year, and Sarvasv's experiments around a distraction-free sidekick that generated a lot of buzz on twitter.
These devices show a step forward (or back!) towards singular task-focused tools that help reclaim our focus and engage more meaningfully with technology.
low tech, but with a high bar
Low-tech devices may focus on doing less, but the expectations for their execution are higher than ever - especially when consumers are paying a premium, or enduring long wait times to get their hands on one.
Unless suboptimal user experiences are part of the allure of the device (ex. it's a given that timer/camera apps on lite phones won't be as good as the iPhone) and reflected in its price, new devices have a high bar to reach. People have already been exposed to delightful user experiences over the past decade in tech innovations, and expect nothing less from new devices they incorporate into their lifestyle. Unfortunately, some focus a lot on the hardware, but the software is half-baked.
I recently got my hands on the Daylight computer a few months ago. Although I was so excited by the company's mission and the technology around the device, some parts of the software didn't hit the mark for me to replace my iPad or e-reader. The technology, albeit impressive, didn't make up for the gaps in user experience, making it hard to justify the price tag. Of course, any new tech category is never perfect in its first version, and the team was incredibly receptive to my feedback so I am excited to see how it goes. However, it does serve as a reminder that low-tech still need to live up to the high standards of technology, depending on the users they're serving.
unbundling not just hardware, but also software.
Google maps is out, recs with friends are in.
The trend of unbundling isn't limited to hardware, as we're also seeing it in software too. The indie apps on your phone's home screen are an ode to how "plugged in" you are on all the cool apps circulating the web. With AI tools democratizing app-building and the widespread distribution unlock from social feeds like X and Tiktok, it creates opportunities for even more specialized apps to emerge. Instead of looking at Google Maps reviews from strangers, consumers can look for curated city guides on Corner, food reviews on Beli, plan their birthday party on Partiful (rip Facebook events), find newsletters to read on Substack, join a book club on Fable, or update their closest friends on Locket and Retro.
Many of these apps win a niche and loyal user base by hyper-focusing on a specific category, and innovating where incumbents have become stagnant. By listening to the evolving needs of younger generations, who often champion these newer apps, they fill gaps left by larger platforms. This enables them to excel at solving specific user needs and delivering unique and delightful user experiences. The question remains whether these specialized apps will eventually expand their scope to reach broader markets, but doing less and doing it well is the play to prevent repeating pitfalls from the past.
I'm also curious if this era of unbundled software will also evolve to see more specialized utility apps solving specific needs for individuals. I loved Tyler's tweet from a while back that illustrated the frustrations around the state of today's app ecosystem, and there's an exciting opportunity here around new personalized byte-sized software and micro-tooling that can be created on the fly.
agentic computing
The wave of unbundling hardware and software paves the path for more agentic computing - where we can be more intentional about the gadgets we choose and the software we download. The devices and software we choose are designed to empower creativity, experimentation, and individuality.
For myself growing up at just the cusp of CDs, MP3 players, and digital cameras it's exciting to see these devices resurface in newer forms. This motivated me to pick up the Fujifilm x100v two years ago, and it has been my sidekick ever since. I've become the go-to person for capturing moments at birthday parties and hangouts, and often hit with "you're bringing your camera right!" before and "what camera did you take these on" after a hangout. I love how vintage it looks, reminiscent of film cameras from the 80s, and that the photos captured are uniquely personalized to me with all the film recipes I could customize for every type of moment.
Although my day bag is filled with a ton of more things, I find myself gravitating towards tools that serve a single purpose well and help me engage more meaningfully with technology. My e-reader is a much more distraction-free experience than my phone (although I still love physical books!), my iPad serves as more of a learning/creating device when I was in school, and my video camera for capturing fun clips on the go.
A call to action for you - I'd love to hear about what tools and new apps have become integral to your daily life. Feel free to tell me more about it on twitter :).I'm curious to know if anyone else has brought older devices back into their routine, or made changes to interact with technology in a more intentional way.
Special thanks to Janvi and Shaahana for their feedback on this piece <3
thought gifts & recs for you 💖:
occasionally sharing some reads, content and interesting things I've come across over the past month!
leaving berkeley to make cute distraction free devices: Sarvasv working on origami computing (which inspired a lot of this post)
exit interview: by Jasmine - very moving piece about her quitting her job at substack and taking a leap in creating/writing.
woman of the hour: I don't usually watch much thriller, but it's Anna Kendrick's directional debut based on a true story - scary and compelling.
a field guide to doing school in another city my friend Grace wrote about doing an entire semester of waterloo computer engineering in another city and coming back just to write mid-terms and final exams.
I moved to Russian Hill recently in SF and have been loving Telve cafe. Bonus, it's open late!
Moody Goose Vintage: has so many gems!
another insightful post Mathurah!
this one in particular was super relevant to what i notice amongst the homies. k bye, catchya on strava, lapse, and alltrails 👋