Physical buttons are finally reclaiming their relevance.

2024 can be dubbed the most "retro" year for the smartphone market.

On the software front, LivePhoto, introduced by the iPhone 6S in 2015, has been adopted by OPPO and become a social media sensation. On the hardware side, the iPhone 16 Pro revived the physical camera button, a feature now also seen on flagship models from OPPO, Nubia, and others.

But the trend doesn't stop there. According to Digital Chat Station, iQOO is testing a new model equipped with pressure-sensitive shoulder buttons, expected to hit the market soon. While shoulder buttons originated with the Red Magic Mars in 2018, their popularity waned with the decline of FPS games and the shift towards slimmer devices.

(Image source: Weibo/Digital Chat Station)

As more smartphones join the "physical button" bandwagon, is this a strategic move by manufacturers to create demand, or do physical buttons hold untapped potential in the new era?

From basic communication devices to smart terminals, smartphones have evolved with changing functional requirements, influencing their button designs. In the 1980s, phones were primarily for communication, hence the emphasis on keyboards. As screens grew, numeric keyboards gave way to touchscreens to meet evolving entertainment, photography, and gaming needs.

Each smartphone design feature exists to serve user needs. Typically, power and volume buttons suffice for physical interaction. Manufacturers like HTC and Huawei attempted to simplify further with touch or pressure sensors, but market feedback was lukewarm, prompting a return to traditional buttons.

(Image source: Neowin)

Brands targeting niche markets, like gaming phones, have enhanced user experience with physical shoulder buttons.

In 2018, Red Magic introduced the Red Magic Mars, the first gaming phone with physical shoulder buttons. These buttons allowed for more precise FPS gaming controls. Later, the Black Shark 4 series introduced mechanical pop-up shoulder buttons for even more precise interaction.

(Image source: Black Shark)

While shoulder buttons are irreplaceable for physical interaction in gaming phones, their drawbacks include the risk of damage and higher after-sales costs. Hence, their adoption waned post-2020, seen as overkill for a single gaming scenario.

So, why is iQOO suddenly researching physical shoulder buttons? Lei Tech believes the trend started with the camera control button on the iPhone 16 Pro, the camera button on the OPPO Find X8 Ultra, and the physical camera button on the Nubia Z70 Ultra. Besides gaming, iQOO's shoulder button can serve as a camera or AI button, offering multifunctionality with a single press.

More manufacturers will likely adopt physical buttons, with significance extending beyond camera/gaming control to AI.

Are manufacturers collectively reviving physical buttons for AI?

2024 saw collective AI breakthroughs across industries, with AI smartphones profoundly impacting consumers. With OPPO's AI smartphone concept and Honor's Magic Large Model and MagicOS 8.0, mobile operating systems began shifting towards "AIOS."

At vivo's OriginOS 5 Developer Conference, the company demonstrated AI Vision, analyzing camera images to provide real-time answers. Overseas, Google's Gemini and Apple's Apple Intelligence prioritized AI Vision as a key AIOS function.

(Image source: hindustantimes)

The iPhone 16 Pro's camera control button not only enhances shooting but also activates Apple's visual intelligence with a single press, offering features like item search, translation, and real-life advice.

Huawei retained the power button with fingerprint recognition on the Mate 70 series, also serving as an "AI Smart Control Button." Besides visual models, it offers AI Screen Recognition, AI Image Search, and AI Full-Text Reading.

(Image source: Huawei)

Manufacturers without physical buttons, like vivo, OPPO, and Honor, integrated multiple AI interaction methods at the system level, like long-pressing the navigation bar. vivo and Honor also support dragging content to Atom Island/Magic Door for quick recognition. "Quick access" is crucial for AI smartphones, enhancing user experience.

AI functions like real-time translation and image recognition are often hidden, reducing usage. Physical buttons provide a standalone entry point, enabling quick access and enhancing user experience.

While AI technology rapidly advances in smartphones, consumer awareness lags. A 21st Century Business Herald report noted that while AI smartphones offer real-time performance, accuracy, and efficiency, consumers are still unaware of their core functions, viewing AI as an add-on rather than a core feature.

Despite AI's growing application, consumer understanding needs improvement. Manufacturers must promote and educate, potentially through a dedicated "AI Button" to motivate users and reinforce the AI smartphone identity.

Do consumers really need the revival of physical buttons on smartphones?

Market data shows 2024's global smartphone shipment growth indicates industry recovery and AI features' potential impact on purchasing decisions. IDC reports that smartphones with generative AI features will account for 18% of the market this year, a 344% increase. Tech giants like Apple and Google emphasize AI features, positioning it as a competitive advantage.

For manufacturers, physical buttons promote AI features and quick access, seeming cost-effective. However, consumers may bear additional costs.

While convenient for AI and other functionalities, physical buttons pose risks like wear, tear, and higher repair costs. The iPhone 16 Pro's camera control button, deeply integrated into the frame, significantly complicates repairs. If damaged, users must replace the entire frame, costing 5,299 yuan, unfriendly for average users.

(Image source: Apple Official Website)

Concerns about "unnecessary costs" are widespread. Physical buttons, as mechanical components, are prone to wear and tear, especially with high usage. In contrast, touchscreen or virtual buttons avoid physical wear, explaining manufacturers' caution in adding new buttons in the intelligent era.

(Image source: Apple Official Website)

Physical buttons' success hinges on functionality, comprehensive user needs, and maintenance costs. As smartphones integrate AI, buttons must provide long-term value to consumers, facilitating deeper user-AI interaction. Otherwise, they risk being seen as costly and limited, ultimately losing relevance.

The iPhone 16 Pro, yet to be globally launched with Apple's intelligent features, has faced criticism for its awkward camera control button. If iQOO intends to launch a similar solution, it must ensure robust gaming, AI, and camera functionalities for positive reception.

Source: Lei Tech