Why are we addicted to upgrades? According to Donald Norman, American author of the book The Design of Everyday Things, "planned obsolescence" is the trick behind the upgrading culture of today's consumer electronics industry. 

The New York Times cited Norman last month, saying that electronics manufactures strategically release new upgrades periodically, both for hardware and software, so that customers on every level feel the need to buy the newest version. 

"This is an old-time trick- they're not inventing anything new," he said. 

Thomas Wensma, a Dutch designer, despises the "planned obsolescence" of companies, as recently reported by UK-based The Guardian. 

Wensma said this is a wasteful system through which companies - many of them producing personal electronics - release shoddy products simply because "they know that, in six months or a year, they'll put out a new one". 

But the new psychology of consumers is part of this system, as Wensma said to the newspaper: "We now want something new, something pretty, the next shiny thing." 

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"It's to the damage of the consumer and the environment," as the New York Times quoted Norman. "But perhaps to the betterment of the stockholder." 

In its most recent fiscal year, Apple's profit margin was more than 21 percent, reported the Los Angeles Times. At Hewlett-Packard, the world's biggest PC manufacturer, it was only 7 percent. 

"Steven Jobs pushed the principle of 'planned obsolescence' to new heights," the newspaper commented on the company's profits and marketing strategy. "Apple's annual upgrades of its products generate sales of millions of units as owners of one year's MacBook or iPhone line up to buy the newest version, even when the changes are incremental." 

Peer pressure 

As to Li Jijia, the need for upgrading his smart phone comes mainly from friends and classmates. When the majority of friends are switching to the latest devices, he worries about feeling left out. 

"Some apps and games require better hardware to run," said Li. "If you don't join in, you lose part of the connection to your friends."
Who was the author of the book?
Name of the book?
What trick he talked about?
What culture it represents?
Of whom?
Did anyone oppose the idea?
What's his nationality?
and profession?
Who reported about him?
From which country?
going back - who reported about Norman?
What upgraded he talked about?
Did it give wrong feeling to the customers?
about what?
Did Wensma think it's wasteful?
Who did he blame?
What they released?
What timeline usually they target?
What Wensma thing is part of the system?
To him what we now want?
Donald Norman
Donald Norman, American author of the book The Design of Everyday Things
The Design of Everyday Things
the book The Design of Everyday Things
"planned obsolescence"
 "planned obsolescence" is the trick
upgrading culture
the upgrading culture of today's consumer electronics industry.
today's consumer electronics industry.
upgrading culture of today's consumer electronics industry. 

Thomas Wensma
Thomas Wensma, a Dutch designer, despises the "planned obsolescence"
Dutch
Thomas Wensma, a Dutch
designer
 a Dutch designer
The Guardian.
recently reported by UK-based The Guardian.
the UK
UK-based The Guardian. 
The New York Times
The New York Times cited Norman
upgrades for hardware and software
new upgrades periodically, both for hardware and software
yes
so that customers on every level feel the need to buy the newest version. 
they feel the need to buy the newest version.
so that customers on every level feel the need to buy the newest version. 
yes
Wensma said this is a wasteful system
electronics companies
companies - many of them producing personal electronics
shoddy products
 release shoddy products
six months or a year
in six months or a year
the new psychology of consumers
But the new psychology of consumers is part of this system, as Wensma said
We now want something new, something pretty, the next shiny thing.
We now want something new, something pretty, the next shiny thing."