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This reports looks at how consumers will react to new technology developments such as AI and what that will mean for service providers and vendors in 2018.


  • Object smartification drives the growth of the consumer Internet of Things (IoT) and forms the basis on which consumer-facing AI services work, from the data they gather to the use cases they create. Ovum forecasts that 2.47 billion voice-AI capable devices will be sold globally in 2018.
  • Mobile AR (i.e. AR via a smartphone) will be a dominant theme in 2018, kick-started with the launch of iPhone 8 and ARKit-based applications in September 2017. This will help Apple strengthen its premium smartphone market lead in 2018.
  • The Winter Olympics, which will take place in South Korea in February 2018, will see the first 5G smartphones in action.

Features and Benefits

  • Identifies key consumer tech trends to watch out for in 2018
  • Predicts Apple's performance in 2018
  • Assesses VR and AR expectations for 2018
  • Discusses the impact of 5G devices to be showcased at the Winter Olympics

Key questions answered

  • Which digital assistant will win in 2018?
  • What will iPhone sales be in 2018?
  • When are AR and VR going to become more than a gimmick?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for service/content providers
  • Recommendations for vendors

Contextual AI will be everywhere

  • Digital assistants will be embedded in major apps
  • Expect consumer backlash on contextual AI

This won’t be the year of AR or VR yet

  • Besides games and adult content, VR use cases remain weak
  • AR needs to be more than a gimmick

Apple will dominate more than ever

  • 4Q17 will see the highest iPhone sales on record
  • HomePod will be the first global smart home speaker

2018 Olympics will see the first 5G devices

  • South Korea tech industry on steroids
  • Getting a clearer picture on 5G devices and use cases


  • Methodology
  • Further reading
  • Author

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