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REVIEW: Smartphone launches have traditionally been exciting events, but the new trend of pre-reveal teaser features has taken the fun out of it.

I've always loved covering smartphone launches — which shouldn't come as a surprise as the mobile editor — but in recent years they've gotten a bit boring. Why? Because brands are now teasing and slowly announcing features sometimes weeks before the reveal to generate interest.

That's fine, the marketing machine has to do what the marketing machine does, but that takes the fun out of the big reveal. It's a bit like being told in advance what you got for Christmas when you were a kid; it's still fun to get the gift, but it's not exciting and it's certainly not a surprise.

I want that childlike sense of excitement back when I watch the phone reveal events. I want to be really surprised when a company reveals a new smartphone feature that isn't available from any competitor, and I'm sure I'm not the only one.

Don't get me wrong, not all companies are doing this – companies like Apple are keeping very tight-lipped about future products and features – but it's increasingly becoming a trend on the Android side.

It all really started with spunky new mobile startup OnePlus in 2014, which used to generate hype by slowly releasing details about its upcoming smartphones in advance. It's easy to see why OnePlus did (and still does); this not only builds hype within the community, but essentially ensures a steady stream of media coverage in the weeks leading up to the big event.

Fast forward to 2023 and it's not just small businesses wanting to get the edge on big players teasing pre-launch features; companies with a loyal fanbase and big brand recognition like Xiaomi are getting in on the action. The company fully unveiled the Xiaomi 12 series design on Weibo a full week before its reveal in China.

Even Samsung is getting into the trend of teasing and announcing pre-launch features.

Take for example next week's Galaxy Unpacked. Samsung has released a series of teasers that seem to focus on low-light photography and possibly even astrophotography with the presence of a brightly lit moon in a teaser, essentially confirming the improved performance of the device low light photo on upcoming Galaxy S23 models.

It's also been confirmed to use next-gen Gorilla Glass Victus 2 with improved drop resistance against concrete.

Sure, it's not as dramatic as companies like OnePlus revealing the entire OnePlus design 8 weeks before its actual announcement, but that's two fewer potential surprises for the main event.

Can't we just walk into a revelation without knowing nothing for change?