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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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Rippling valued at $16.8 billion as HR software startup raises $450 million, says IPO not imminent

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Rippling valued at .8 billion as HR software startup raises 0 million, says IPO not imminent

From left, Parker Conrad, co-founder and CEO of Rippling, and Kleiner Perkins investor Ilya Fushman speak at the venture firm’s Fellows Founders Summit in San Francisco in September 2022.

Rippling

Human resources software startup Rippling said Friday that its valuation has swelled to $16.8 billion in its latest fundraising round.

The company raised $450 million in the round, and has committed to buying an additional $200 million worth of shares from current and previous employees. The company’s valuation is up from $13.5 billion in a round a year ago.

Rippling said there was no lead investor. Baillie Gifford, Elad Gil, Goldman Sachs Growth and others participated in the round, according to a statement from the San Francisco-based company.

With the tech IPO market mostly dormant over the past three-plus years, and President Donald Trump’s new tariffs on imports leading several companies to delay planned offerings, the most high-profile late-stage tech startups continue to tap private markets for growth capital. Rippling co-founder and CEO Parker Conrad told CNBC in an interview the the company isn’t planning for an IPO in the near future.

Conrad also highlighted a change that’s taken place in public markets in recent years, since inflation began soaring in late 2021, followed by higher interest rates. With concerns about the economy swirling, many tech companies downsized and took other steps toward generating and preserving cash.

“It does look a lot like, in order to be successful in the public markets, your growth rates have to come down so that you can be profitable,” said Conrad, who avoided enacting layoffs. “And so for us, that sort of pushes things out until the company looks profitable and probably slower growing, right?”

At Rippling, annual revenue growth is well over 30%, Conrad said, though he didn’t provide an updated sales figure. The information reported last year that Rippling doubled annual recurring revenue to over $350 million by the end of 2023 from a year prior.

Given the pace of expansion, Conrad said he isn’t fixated on profits at the moment at Rippling, which ranked 14th on CNBC’s Disruptor 50 list.

Rippling offers payroll services, device management and corporate credit cards, among other products. Competitors include ADP, Paychex, Paycom Software and Paylocity.

There’s also privately held Deel, which Rippling sued in March for allegedly deploying a spy who collected confidential information. Conrad suggested that the publicity surrounding the case may be boosting business.

“I think it’s too early to say, looking at the data, how all of this is going to evolve from a market perspective, but certainly we see some companies that have said, ‘Hey, we’re talking to Rippling because of this,'” Conrad said.

WATCH: The IPO market is likely to pick up near Labor Day, says FirstMark’s Rick Heitzmann

The IPO market is likely to pick up near Labor Day, says FirstMark's Rick Heitzmann

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Fortnite applies to launch on Apple’s App Store after Epic Games court win

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Fortnite applies to launch on Apple's App Store after Epic Games court win

Jakub Porzycki | Nurphoto | Getty Images

Epic Games said on Friday that it submitted Fortnite to Apple’s App Store, the month after a judge ruled in favor of the game maker in a contempt ruling.

Fortnite was booted from iPhones and Apple’s App Store in 2020, after Epic Games updated its software to link out to the company’s website and avoid Apple’s commissions. The move drew Apple’s anger, and kicked off a legal battle that has lasted for years.

Last month’s ruling, a victory for Epic Games, said that Apple was not allowed to charge a commission on link-outs or dictate if the links look like buttons, paving the way for Fortnite’s return.

Apple could still reject Fortnite’s submission. An Apple representative didn’t respond to a request for comment. Apple is appealing last month’s contempt ruling.

The announcement by Epic Games is the latest salvo in the battle between it and Apple, which has taken place in courts and with regulators around the world since 2020. Epic Games also sued Google, which operates the Play Store for Android phones.

Last month’s ruling has already shifted the economics of app development for iPhones.

Apple takes between 15% and 30% of purchases made using its in-app payment system. Linking to the web avoids those fees. Apple briefly allowed link-outs under its system but would charge a 27% commission, before last month’s ruling.

Developers including Amazon and Spotify have already updated their apps to avoid Apple’s commissions and direct customers to their own websites for payment.

Before last month, Amazon’s Kindle app told users they could not purchase a book in the iPhone app. After a recent update, the app now shows an orange “Get Book” button that links to Amazon’s website.

Fortnite has been available for iPhones in Europe since last year, through Epic Games’ store. Third-party app stores are allowed in Europe under the Digital Markets Act. Users have also been able to play Fortnite on iPhones and iPad through cloud gaming services.

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Bitcoin holds above $100,000 while ether rockets to its best week since 2021

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Bitcoin holds above 0,000 while ether rockets to its best week since 2021

People walk past a neon sign advertising a Bitcoin and Ethereum crypto currency exchange in Warsaw, Poland on 19 May, 2024. 

Jaap Arriens | Nurphoto | Getty Images

Cryptocurrencies extended their rally to end the week, with bitcoin holding steady above the $100,000 level while ether rallied to its best week since 2021.

The price of bitcoin was higher by 2% at $103,249.99 on Friday, according to Coin Metrics. Earlier, it rose as high as $104,324.65, its highest level since Jan. 31. For the week, bitcoin is up more than 6% and on pace for its fourth positive week in a row – and first four-week win streak since November.

“This move above $100,000 should be viewed as more than mere euphoria, but rather as evidence of a flows-driven shift,” said Gadi Chait, head of investment at bitcoin-native Xapo Bank. “Whales have been accumulating on-chain, ETF demand continues to set new records, and investors seek ‘neutral’ assets amid a tariff-shadowed macro environment. Meanwhile, the announcement of a U.S.–U.K. ‘mini-deal’ and hints of tariff relief with China have reduced overall risk aversion, lifting equities, oil, and, notably, Bitcoin.”

The risk-on sentiment bled into altcoins, or cryptocurrencies that aren’t bitcoin, most of which have struggled to keep pace with bitcoin’s gains this year. Ether, one of the biggest stragglers, jumped 10%, bringing its two-day gain up to 29%. A 6% increase in the token tied to Solana brought its two-day gain to 16%.

This week the Ethereum network also completed its latest technology upgrade, dubbed Pectra, which enables lower network fees, streamlined ether staking and support for smart wallets.

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Ether heads for its best week since 2021

Ether is up 25% week to date and on pace for its best week since May 2021. The Solana token has added 14.3% this week, which is on track to be its best week since January.

Year to date, however, ether and other major altcoins – with the exception of XRP – are still deep in the red compared to bitcoin. While the flagship crypto is up 10%, ether and the Solana token are down 31% and 12%, respectively.

Bitcoin’s market structure changed after the introduction of spot bitcoin ETFs in 2024, with demand now coming from retirement accounts, macro funds, and corporate bonds such as Strategy. By contrast, altcoins still rely on crypto-native, risk-on capital, which hasn’t shown significant growth alongside the greater tech sector due to the current interest rate environment, according to Eric Chen, Co-Founder of Injective.

Bitcoin is likely to keep outperforming until broader capital flows into altcoins, he added, given their steady supply and lack of a structural buyer base, which are likely to take prices lower until they attract speculative interest.

“For us, there remains one singular strategy for crypto investors: stick to BTC until risk on headwinds dissipate,” Wolfe Research analyst Read Harvey said in a note this week. “The coin is one of just two in our basket positive on the year and it continues to dominate the rest of the space on a relative basis. The question now shifts towards if it can maintain recent outperformance vs. equities, or if Gold was right all along.”

—CNBC’s Nick Wells contributed reporting

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