Samsung is gearing up to launch its Galaxy S25 series, but tech reviewer Allison Johnson is questioning the need for a big, flashy event. With rumors suggesting the new phones will look similar to their predecessors, Johnson argues that the industry's annual release cycle has become stale and lacks significant innovation.

Johnson, a seasoned tech reviewer with 10 years of experience, points out that hardware is no longer the driving force behind mobile innovation. Instead, software features have taken center stage, as seen in Apple's iPhone 16 launch event, which focused on the "Glowed Up" software update. However, the update was not ready at launch, leaving users with a single new button as the main differentiator.

Google, on the other hand, has taken a different approach with its Pixel series, overhauling its design and focusing on software features. While the Pixel 9 series has shown improvement, its launch event was also centered around software updates. Samsung, however, seems to be stuck in a stagnant phase, with its S-series phones looking and behaving similarly for the past few years.

The company's folding phones have also seen minimal updates in recent years. Johnson suggests that Samsung, and the industry as a whole, should rethink their annual launch cycles and reserve big announcements for truly groundbreaking innovations. This could involve adopting an "S year" approach, where minor spec bumps are introduced without the fanfare, saving the major launches for when the technology is truly ready.

One potential glimmer of hope on the horizon is the rumored slim phone design, which Samsung might showcase at its Unpacked event. Apple is also reportedly working on a slim iPhone 17, which could bring a fresh design perspective to the market. While it's unclear whether a thinner phone is enough to justify excitement, it would at least offer a tangible difference from previous models.

As the industry continues to evolve, it's essential to reevaluate the annual launch cycle and focus on delivering meaningful innovations that justify the hype. Samsung's Galaxy S25 series may be the catalyst for this change, and it will be interesting to see how the company chooses to approach its launch event and future product releases.