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Samsung Electronics’ flagship smartphones Galaxy S24 series are displayed during their unveiling ceremony in Seoul, South Korea, January 15, 2024. 

Kim Hong-ji | Reuters

BARCELONA – Smartphone makers are talking a big game about artificial intelligence this year. 

And they’re so confident about features they’re cramming into their phones that they think it’ll drive a new “supercycle” for the industry. 

Samsung, Google, and Chinese firm Honor are among the names that are beefing up their latest handsets with AI-powered features for translating and summarizing conversations and taking and editing photos with the power of generative AI algorithms. 

These are algorithms that are baked into the devices’ chips themselves, rather than accessed via the cloud. 

Samsung has gone big on generative AI with its Galaxy S24 Ultra smartphone. 

Google, too, has integrated AI directly into its latest Pixel phones. 

Apple, meanwhile, is also reportedly exploring the addition of on-device AI features to the next iPhone, per the Financial Times

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This is all coming at a time when Mobile World Congress, the mobile technology industry’s biggest trade show of the year, is kicking off. 

Major device makers like Samsung, Huawei, Honor, and Oppo, plus chip companies like Qualcomm and MediaTek, are expected to talk a big game about how much AI is transforming our personal devices. 

When was the last smartphone supercycle? 

Smartphone makers have been dreaming of a “supercycle” in their industry, driven by AI, after a bruising few years that saw device sales slow aggressively. 

In 2023, smartphone sales fell to 1.16 billion units, the lowest point for unit shipments in a decade. 

The last “supercycle” in smartphones happened between 2010 and 2015, where in five years the market grew fivefold from roughly 300 million units sold per year to 1.5 billion units, according to IDC data. 

That came at a time when smartphones were just starting to become mainstream thanks to the emergence of widely used applications: Facebook, Instagram, WhatsApp, Uber, Snapchat, Twitter, and Candy Crush Saga, to name a few. 

“The growth happened not just because Apple launched the iPhone, or because Google launched Android,” Francisco Jeronimo, vice president of data and analytics at research firm IDC, told CNBC. 

“What really made it successful, that supercycle, was the fact that people were able to get the internet in their pocket,” Jeronimo said, in a phone interview with CNBC. 

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Other things were happening at the time, including the ability to make video calls over the internet with 3G, and the transition to 4G which meant faster speeds. 

“We saw very popular operating systems not just the browser, but a world of applications that brought so many services and so much content through the phone,” Jeronimo said. 

Ben Wood, chief analyst of CCS Insight, pinpoints the unveiling of the iPhone as the last “seismic disruption” that took place in the industry.  

“Everything since then has been less disruptive,” Wood told CNBC. 

‘AI phone era’

Major smartphone players are betting that a supercycle is about to happen thanks to AI. 

Samsung, which launched the Galaxy S24 Ultra earlier this year, thinks that there’s a strong chance that AI will drive a new dawn that can breathe fresh life into the industry. 

James Kitto, Samsung’s head of mobile experience division in the U.K., told CNBC the mobile industry is at the start of a new era of hypergrowth driven by AI. 

“There’s every expectation that will be the case. We’re seeing some really, really high demand,” Kitto told CNBC from Samsung’s European headquarters in Chertsey, England. 

The Galaxy S24 came with the ability to circle an object on your camera and pull up Google Search results for it, as well as live translation of phone calls to people speaking in foreign languages. 

“We’re right now at the dawning of an entirely new era, an AI phone era,” Kitto said.

Brian Rakowski, vice president of product management for Google’s Pixel phone unit, said he expects AI to drive renewed interest around mobile technology. 

Google has been working on integrating AI into its devices for years, most notably with the addition of Tensor line of smartphone processors. 

“We already saw that AI was going to be the differentiator and the next wave of innovation across all technology but especially mobile,” Rakowski told CNBC. “It is so key to everything all our computing lives and computing platform.” 

The smartphone market has shifted toward the premium, market research firm says

Google recently made it possible for its Tensor Processing Units, or TPUs, to run its Gemini nano AI system. This is a smaller version of its family of large language models which come under the umbrella name Gemini. 

Google is expecting it will launch more advanced versions of Gemini on Android next year, according to Rakowski.

“We’ve placed a lot of bets and have really close collaboration with the research team at [AI lab] DeepMind to make sure Pixel is the best way to showcase and surface what’s coming down the pipe,” Rakowski said. 

“No one knew that LLMs would be the thing. But we expected breakthroughs in the space,” he added. 

Why a supercycle is unlikely

Analysts say a supercycle is unlikely to occur within the next few years as there’s not enough going on in the market in terms of novel features and innovation that will convince people holding their aging smartphones to upgrade. 

Sales are expected to see growth this year, according to IDC, with smartphone shipments expected to climb 2.4% this year to 1.19 billion units in 2024. But that’s coming off a low base, and overall represents lackluster growth for an industry.

Growth is expected to remain stagnant from there in the coming years, with IDC forecasting incremental year-over-year increases of between 2% and 3% from 2025 to 2028.

Consumers remain wary about the prospect of upgrading their smartphones today as the prices for upgrading are still elevated.  

Plus, much of the latest models that are coming out are still only touting incremental improvements on what came before. 

“Much as the potential of AI on smartphones is an exciting prospect, I don’t believe the technology will contribute to a new supercycle for smartphone sales,” Wood told CNBC via email. 

“At best it will help sustain sales and add a little bit of extra interest in smartphones at a time when the hardware is becoming increasingly boring.” 

Today, there’s not enough excitement about smartphones on a broader level to justify a sales boom of the kind many companies are dreaming up. 

That will change in the coming years, according to Jeronimo — but only once artificial intelligence starts becoming useful for consumers. 

“If there’s anything that could make [a supercycle] happen, it would be AI,” Jeronimo said. “But with AI, there’s this question mark of how much the phone will become intelligent.” 

Smartphones today “are not intelligent,” he added. 

“If you see a billboard of the latest Tarantino or ‘Mission Impossible’ movie, what do you do? You need to open an app, book tickets in that app, send texts to your wife, text where she needs to go, go into your calendar app, check when is the best day to go to the movie, and so on.” 

Plenty of companies are working on tech that can do exactly this.

For example, Humane has its AI Pin, a compact, square-shaped device that users can speak with to ask it to do certain tasks like setting reminders. It uses OpenAI’s large language models to do so.  

Another startup, Rabbit, has a similar device. Geely-owned firm Meizu, meanwhile, recently said it’s giving up on making Android smartphones in favor of creating an AI-focused hardware product.

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Trump AI czar Sacks says ‘no federal bailout for AI’ after OpenAI CFO’s comments

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Trump AI czar Sacks says 'no federal bailout for AI' after OpenAI CFO's comments

David Sacks, White House AI and Crypto Czar, attends a meeting of the White House Task Force on Artificial Intelligence (AI) Education in the East Room at the White House in Washington, D.C., U.S., September 4, 2025.

Brian Snyder | Reuters

Venture capitalist David Sacks, who is serving as President Donald Trump’s artificial intelligence and crypto czar, said Thursday that there will be “no federal bailout for AI.”

“The U.S. has at least 5 major frontier model companies. If one fails, others will take its place,” Sacks wrote in a post on X.

Sacks’ comments came after OpenAI CFO Sarah Friar said Wednesday that the startup wants to establish an ecosystem of private equity, banks and a federal “backstop” or “guarantee” that could help the company finance its infrastructure investments.

She softened her stance later in a LinkedIn post and said OpenAI is not seeking a government backstop for its infrastructure commitments. She said her use of the word “backstop” clouded her point.

“As the full clip of my answer shows, I was making the point that American strength in technology will come from building real industrial capacity which requires the private sector and government playing their part,” Friar wrote.

The White House did not immediately respond to CNBC’s request for comment. OpenAI directed CNBC to Friar’s LinkedIn post.

Sacks said the Trump Administration does want to make permitting and power generation easier, and that the goal is to facilitate rapid infrastructure buildouts without raising residential electricity rates.

“To give benefit of the doubt, I don’t think anyone was actually asking for a bailout. (That would be ridiculous.),” he wrote.

Read more CNBC tech news

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Microsoft forms superintelligence team under AI chief Suleyman ‘to serve humanity’

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Microsoft forms superintelligence team under AI chief Suleyman 'to serve humanity'

Mustafa Suleyman, CEO of Microsoft AI and then CEO and co-founder of Inflection AI, speaks during the Axios BFD event in New York on Oct. 12, 2023.

Brendan Mcdermid | Reuters

Microsoft on Thursday said it’s forming a team that will be tasked with performing advanced artificial intelligence research.

Mustafa Suleyman, CEO of the Microsoft AI group that includes Bing and the Copilot assistant, announced the formation of the MAI Superintelligence Team, and said in a blog post that he’ll be leading it.

“We are doing this to solve real concrete problems and do it in such a way that it remains grounded and controllable,” Suleyman wrote. “We are not building an ill-defined and ethereal superintelligence; we are building a practical technology explicitly designed only to serve humanity.”

The decision comes months after Facebook parent Meta spent billions to hire talent for its new Meta Superintelligence Labs unit that’s working on research and products. The term superintelligence typically refers to machines deemed more intelligent than the smartest people.

Suleyman was a co-founder of AI lab DeepMind, which Google bought in 2014. After leaving Google in 2022, he co-founded and led AI startup Inflection. Microsoft hired Suleyman and several other Inflection employees last year.

Top technology companies have rushed to hire leading AI engineers and researchers, augmenting their products with generative AI capabilities. The boom started with OpenAI’s launch of ChatGPT in 2022.

Microsoft uses OpenAI models in Bing and Copilot, while OpenAI runs workloads in Microsoft’s Azure cloud. Microsoft also owns a $135 billion equity stake in OpenAI following a restructuring.

Microsoft has taken steps to reduce its dependence on OpenAI. After the Inflection deal, the software company also began drawing on models from Google and from Anthropic, which was founded by former OpenAI executives.

The new Microsoft AI research group will focus on providing useful companions for people that can help in education and other domains, Suleyman wrote in his blog post. It will also pursue narrow areas in medicine and in renewable energy production.

“We’ll have expert level performance at the full range of diagnostics, alongside highly capable planning and prediction in operational clinical settings,” Suleyman wrote.

As investors and analysts are increasingly voicing their concerns about overspending on AI without a clear path to profits, Suleyman said he wants “to make clear that we are not building a superintelligence at any cost, with no limits.”

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Doordash stock drops 15%, heads for worst day ever on spending concerns

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Doordash stock drops 15%, heads for worst day ever on spending concerns

Cheng Xin | Getty Images

Doordash‘s stock plummeted toward its worst session ever as investors rejected the company’s aggressive spending strategy.

The food delivery platform said it plans to shell out “several hundred million dollars” next year on new product initiatives like autonomous delivery and a new global tech stack.

These plans will improve its product globally, but involve “direct and opportunity costs” in the short run, Doordash said.

CEO Tony Xu defended the company’s spending decisions during the earnings call with analysts and said Doordash is running the business as it always has — to solve problems for customers in the highest quality ways.

“Our track record in investing in the areas that we currently have operating … have suggested that we’ve had some success in repeating this playbook, and we’re doing this now for future growth,” he said.

In recent months, Doordash has spent big money to open new markets and boost optionality for customers as it battles industry competitors such as Uber, and worries mount of a slowdown in consumer discretionary spending.

Read more CNBC tech news

This year, the California-based company purchased restaurant booking platform SevenRooms for $1.2 billion and acquired British food delivery firm Deliveroo in a deal worth $3.9 billion. Doordash also launched an autonomous robot delivery robot known as Dot in September and new DashMart fulfillment services for retailers.

The length and breadth of these investments will remain a key issue for the company’s shares, wrote Wells Fargo analyst Ken Gawrelski.

“In our view, this is one of the best operational management teams in the sector and longer duration investors are likely to remain supportive through this period,” he wrote. “However, given inconsistent disclosure, we believe patience may be required.”

Doordash’s third-quarter profit totaled 55 cents per share, falling short of the 69 cents per share forecasted by LSEG. Revenues grew 27% from a year ago to $3.45 billion, above Wall Street’s $3.36 billion estimate.

The company expects adjusted EBITDA in the fourth quarter between $710 million to $810 million, with a midpoint of $760 million. Analysts polled by FactSet expected $806.8 million.

Doordash expects Deliveroo to add $45 million to adjusted EBITDA in the fourth quarter and about $200 million in 2026.

Shares are up more than 20% this year.

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