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The quest to offset smartphone market saturation will continue to drive consumer tech developments throughout 2017. This report highlights some disruptive trends that Ovum expects to see in 2017.


  • The smartphone market slowdown will claim more victims. Unit sales of some established handset makers like HTC and Sony have experienced double-digit declines in 2015 and 2016.
  • Apple’s new iPhone revamp in 2017 will be disruptive. It is highly anticipated that Apple will unveil a major design revamp across its product line. This also comes at a time when Apple will be forced to make some sort of move into VR.
  • Consumer-facing AI agents will drive new devices adoption. The combination of large amounts of consumer data with powerful machine learning algorithms saw the emergence of a new breed of digital assistance services (e.g. Amazon's Alexa, Google Assistant), which will become key purchase drivers for 2017’s product lineups.

Features and Benefits

  • Helps prepare for major tech disruptions in 2017
  • Provides insights into smartphone, VR, AI, and fashion tech segments
  • Identifies some potential winners and losers for 2017

Key questions answered

  • What new technology will impact the TMT market in 2017?
  • What can be expected from Apple in 2017?
  • Where will new growth come from in the devices market?

Table of contents


  • In brief
  • Ovum view
  • Key messages
  • Recommendations

The smartphone market slowdown will claim more victims

  • HTC and Sony will stop selling smartphones globally in 2017
  • Apple will launch iPhone VR but no dedicated headsets

Consumer-facing AI agents will drive new devices adoption

  • Data in: sensory-based input data will grow exponentially
  • Data out: Amazon, Google, and Facebook to dominate digital assistance

Geek to chic: fashion tech experiments will flourish

  • Hardware commoditization will lead to more branded products
  • Fashion tech offers tremendous opportunities


  • Further reading
  • Author

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