Every year hardware manufacturers release new iterations of their products. From Apple to Samsung to Nintendo, the upgrade treadmill never ends. So, why do we feel the need to buy into it every year? We'll show you why you get stuck on the upgrade treadmill, and how to be happy with what you have.
At Amazon's recent press conference for the new Kindle Fire, CEO Jeff Bezos calls the phenomonon of constant new gadgets the "upgrade treadmill:"
We don't need you to be on the upgrade treadmill. If we made our money when people bought the device, we'd be rolling out programs left and right to try to get you to upgrade. In fact, we're happy that people are still using Kindle Ones that are five years old. They're still reading on them, and every time they buy a book, that's good for us. That's alignment.
For Amazon, hardware doesn't really matter because they make their money from content. But Bezos' point still remains: that upgrade treadmill is something most of us are caught on. It's not just tablets, it's everything: game systems, phones, TVs, appliances—when a new shiny gadget comes, most of us turn into a precious-obsessed Gollum. Why do we do this? And more importantly, how can we get off the treadmill and enjoy what we already own?
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