Mexico City hosts the inaugural Electronics Home Mexico today through June 19, 2025, at Centro Banamex. The three-day trade fair marks Grupo Eletrolar’s expansion into North America after 17 years of organizing successful electronics events across Brazil and Argentina.

The event spans 10,000 square meters of exhibition space, showcasing over 300 exhibitors and drawing major buyers from Mexico, Central America, and South America. Carlos Clur, CEO of Grupo Eletrolar, presents this launch as the third component of Latin America’s “business triathlon,” joining the established Eletrolar Show in Brazil and Electronics Home Argentina.

Strategic Market Position and Organizational Excellence

Mexico consolidates itself as the new regional center for the consumer electronics industry amid international uncertainty marked by tariff tensions and commercial disputes with the United States. The timing proves crucial as Mexico’s import market reaches approximately $467 billion annually, creating substantial opportunities for electronics manufacturers and distributors optimizing supply chains and ensuring timely product delivery across Latin America.

“Mexico is a challenge, but it’s something in our strategy that we need to do, because we want to integrate Latin America total market,” explains Carlos Clur. “We are in the three biggest markets. Mexico was the second, at least the second economy. So we needed to put the feet here.” The CEO acknowledges the complexity of entering Mexico’s concentrated retail landscape while emphasizing the strategic importance of creating a unified Latin American electronics ecosystem.

The fair features consumer electronics, large and small home appliances, telecommunications equipment, and technology products. Exhibitors display smartphones, tablets, laptops, smart TVs, audio devices, gaming consoles, washing machines, refrigerators, microwaves, vacuum cleaners, air conditioners, and IoT solutions. The event showcases more than 600 exhibitors and high-level executives , with over 1,000 international brands participating. The fair operates daily from 11:00 to 19:00 hours throughout the three-day period.

Grupo Eletrolar brings extensive experience from managing two major regional events. The Eletrolar Show in São Paulo occupies 50,000 square meters at Distrito Anhembi, attracting over 40,000 visitors and featuring more than 600 exhibitors showcasing 12,000 products from 1,500 brands. Electronics Home Argentina, running at Centro Costa Salguero from June 30 to July 2, 2025, serves as the country’s most important business fair for household goods and consumer electronics.

The organization implements proven programs including the VIP Buyer Program, which sponsors airfare and accommodation for qualified buyers from South and Central American countries attending all three fairs in the business triathlon. The Matchmaking Program facilitates pre-scheduled meetings between distributors and retailers, ensuring direct contact with potential buyers.

Walking Through the Ultimate Electronics Treasure Hunt

The exhibition floor delivers exactly what you’d expect from a hybrid of Amazon’s endless variety, Best Buy’s tech showcase energy, and TJ Maxx’s treasure-hunting excitement. Within minutes of entering, unexpected discoveries emerge around every corner.

At one booth, a cold bourbon dispenser catches attention not for its electronics, but for solving a problem whiskey enthusiasts know well. “If you add ice, that means you reduce the taste of the whiskey,” explains the exhibitor, demonstrating how their $250 USD unit maintains optimal temperature without dilution. The compressor-based system preserves the pure taste that ice traditionally compromises.

Here’s where trade fairs get interesting. Despite being neither a bourbon enthusiast nor someone who typically drinks whiskey at 11 AM on a Tuesday morning, the sample proved impossible to refuse. The cold bourbon hit differently than expected: smooth, clean, and surprisingly palatable even to someone who usually avoids brown liquor. The exhibitor’s point about ice dilution became clear immediately. This wasn’t the harsh bite associated with room-temperature whiskey, nor the watered-down taste from melted ice. The controlled temperature created an entirely different drinking experience.

For bars and restaurants, this represents the kind of specialized solution that makes B2B trade fairs valuable. The minimum order quantity (MOQ) conversation reveals the fair’s true nature. At 100-200 units minimum, this isn’t consumer retail. The unexpected morning bourbon tasting also highlights how these events blur professional boundaries: where else would trying whiskey at 11 AM count as market research?

A few aisles over, CJ Tech from Guangzhou displays 100-inch televisions that reveal the complex economics behind consumer electronics. The company operates as a pure ODM/OEM manufacturer, producing displays for European markets, Middle East, Africa, and select US clients. Their booth showcases the invisible supply chain powering familiar brands.

The pricing structure tells the real story. A standard 100-inch 4K TV costs $900 USD at factory level, while the Mini LED version jumps to $1,800 USD. The MOQ requires a minimum order, but their standard container capacity holds 46 units, meaning a single container of Mini LED displays represents an $82,800 investment at factory pricing. “American market certification cost is very high,” explains the representative, revealing why US electronics carry premium pricing. Certification alone costs 100,000 Chinese yuan (approximately $14,000 USD), making small orders economically unfeasible.

The mathematics become clearer when considering volume. While the factory price seems reasonable, certification costs must be distributed across units sold. For a single container of 46 Mini LED TVs, the $14,000 certification adds roughly $300 per unit. For smaller orders of one or two containers, this burden becomes prohibitive. The representative explains why “American customers want one container, two containers, but the certification cost is very high.”

This conversation illuminates why certain markets dominate global electronics. The certification barrier explains why CJ Tech focuses on European and African markets, where regulatory costs prove more manageable. The $1,800 factory price becomes significantly higher after logistics, certification, and regulatory compliance, explaining why a comparable 100-inch Hisense TV retails for $5,000 USD in American markets.

The company also produces speakers for Hisense and displays for Harman, demonstrating how major brands rely on specialized ODM partners. Their booth features products destined for Amazon’s private label program, revealing the interconnected nature of global electronics distribution. The Mini LED technology costs “between double and triple” the standard 4K version due to enhanced local dimming capabilities that improve color reproduction.

CEO Vision: Building Latin America’s Connected Electronics Ecosystem

Carlos Clur’s strategy extends beyond individual trade fairs to create an integrated regional marketplace. “We want to create these meetings with the C-level executives. They can create joint ventures, ideas to produce in Mexico, ideas to create alliances with the retail, with the suppliers, with the industry, with the components market,” he explains. “We want to have this industry more connected. This connection makes the economy stronger.”

The challenge lies in Mexico’s retail concentration. “The retail is very concentrated in some points, the industry also,” Clur acknowledges. “What we are doing for our challenge is bring the small retail, medium retail, and the big ones, but also the most strategic is bring the neighboring countries.” This international approach distinguishes Electronics Home Mexico from domestic trade shows.

Clur emphasizes the fair’s role in democratizing business opportunities. “Maybe this small retail in the future will be a big retail, and this is something that for us is important. Also bring professionals to the show, create strong relations for long term.” He describes how a single connection can transform businesses: “One company in a show can change the life, the economic life, because they said, ‘Okay, Walmart, make an order.'”

The CEO recognizes technology’s role in market education. “Journalists and influencers, they connect with the consumers, show the new technology, the new prototypes, the new trends, and they promote the industry,” he explains. In Brazil, Grupo Eletrolar works with influencers commanding 50 million followers, while Mexico features Shark Tank personalities discussing artificial intelligence and entrepreneurship.

Even Clur participates in the discovery process, purchasing a recording device from a Mexican company during the fair. “This is our work,” he concludes, emphasizing that successful B2B events require continuous investment in matchmaking programs, buyer initiatives, and marketing campaigns to “bring the right people to the right place.”

Understanding the Hidden Value Chain

These conversations provide invaluable insight into electronics pricing that consumers never see. Walking through Electronics Home Mexico offers education worth thousands of dollars in business consulting fees. The direct access to ODM manufacturers, MOQ discussions, and certification cost breakdowns reveal why electronics cost what they do in different markets.

The bourbon dispenser conversation alone demonstrates how specialized B2B products find their markets. Understanding that 100-unit minimums separate consumer purchases from commercial distribution explains why certain products remain invisible to regular shoppers. These aren’t products you find on Amazon or Best Buy shelves, yet they represent significant business opportunities for the right buyers.

The CJ Tech discussion provides even deeper value. Learning that a $5,000 consumer TV starts at $1,800 factory pricing, then understanding how certification costs, logistics, retailer margins, and brand premiums build the final price, offers insights typically reserved for industry insiders. The revelation that certification costs can add $300 per unit for small orders explains why electronics companies focus on high-volume markets.

This knowledge transforms how you view electronics retail. Every smartphone, television, or appliance carries similar hidden costs and supply chain complexities. The fair provides direct access to manufacturers who typically remain invisible behind brand names, offering education about global trade mechanics that business schools struggle to teach.

These discoveries encapsulate the fair’s treasure-hunt atmosphere. Buyers arrive expecting smartphones and appliances, but leave with deep understanding of supply chain economics, MOQ requirements, and certification barriers that reshape pricing strategies. Each conversation reveals the complex calculations behind consumer electronics pricing, from factory floor to retail shelf.

Current Impact and Business Integration

Electronics Home Mexico strengthens Latin America’s position in global electronics trade while addressing international trade tensions. The event targets Chinese companies seeking strategic partnerships in Mexico, capitalizing on shifting supply chain dynamics amid global uncertainty.

For exhibitors, participating in Electronics Home Mexico represents the opportunity to position themselves as innovation leaders in the sector. Direct contact with highly specialized audiences allows companies to understand market needs and adjust commercial strategies with valuable information about consumption trends and behaviors. The event positions itself as a platform designed for real retail, where inspiration, innovation, and action converge , rather than simply an exhibition space. This approach mirrors the successful format established at Eletrolar Show, facilitating in-person meetings between industry and retail partners to eliminate trade barriers and enhance networking opportunities.

Mexico City serves as an economic hub for the entire region, with the country recognized as a regional center with modern infrastructure enabling efficient logistics throughout the continent. The location proves strategic given Mexico’s increasing role in global supply chains and manufacturing, especially as companies seek alternatives amid international trade disputes.

The Mexico-Brazil Chamber provides institutional support, reflecting the event’s role in strengthening bilateral trade relationships. Media coverage includes partnerships with outlets like Infobea, Energía Hoy, and Canton Fair Net, ensuring broad industry awareness across Spanish and Portuguese-speaking markets.

The opening day draws thousands of qualified visitors and hundreds of confirmed exhibitors across consumer electronics, home appliances, and related technology sectors. The event attracts decision-makers from retail chains, specialty stores, e-commerce platforms, and distribution networks throughout Mexico and neighboring regions. Attendees engage in business rounds, networking sessions, innovation forums, and conferences covering market opportunities in Mexico. These components mirror successful formats from the Brazilian and Argentine events, adapted for the Mexican market’s specific characteristics.

“This is the only show that Mexico has for consumer electronics,” Clur notes, emphasizing the event’s unique position in the market. “We believe that we will arrive with a very strong network in Latin America. This is our differential, but we think we have very long work for the next years.”

The inaugural Electronics Home Mexico establishes Grupo Eletrolar’s presence in North America’s largest Spanish-speaking market, completing their regional coverage across Latin America’s three major economic centers while addressing the current global trade environment’s challenges and opportunities. Early activity indicates strong interest from both exhibitors and buyers, with business meetings already underway across the exhibition floor. The event demonstrates Mexico’s growing importance as a strategic hub for electronics trade in the Americas.

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AI Representation

Sixteen gigabytes used to be the bragging right of a mid-range gaming PC, yet a mundane retail slip now assigns that figure to a rectangular glass slab that rides in your pocket. Walmart’s business portal briefly spilled the beans on Nothing’s upcoming Phone (3), listing 16 GB of LPDDR5X, 512 GB of UFS 4.0, and a July-first street date – a pre-Independence Day fireworks show for spec hunters (and also the first time Nothing is officially bringing its phone to US shores).

That top-shelf configuration is expected to land at 899 dollars, while a 12 GB/256 GB model hovers around 799. North-American buyers finally get full AT&T and T-Mobile 5G support, eliminating the import-phone headaches that haunted earlier models. Pricing this high signals Nothing’s confidence: it believes hardware alone can elbow past entrenched giants once the conversation shifts from camera count to neural horsepower.

AI Representation

Qualcomm’s incoming Snapdragon 8 Elite reportedly offers 60 TOPS of on-chip AI grunt, yet silicon that ravenous still stalls if Android keeps evicting tensor weights. Sixteen gigabytes means a seven-billion-parameter language model sits resident while you doom-scroll, translate, and sketch-to-image in the same breath. Google learned the boundary when Gemini Nano refused to load on 8 GB Pixels; Nothing would rather overshoot than apologize later. citeturn2news10

Count on the keynote to flaunt offline transcription, AI-generated wallpapers, and a ChatGPT-lite that never leaks a byte outside your SIM. The real magic will be subtle: predictive caching and perceptual haptics that feel instantaneous because next-step suggestions, tensor hints, and frame buffers finally coexist in memory. In 2025, RAM is the new battery – users notice the pain only when it runs dry.

AI Representation

Performance theater, however, must share the spotlight with literal theater. Nothing has signed the death certificate for its iconic Glyph light bars. Two generations of Morse-code strips earned cult status in dark subway cars, yet refinement demands evolution. Enter the Glyph Matrix, a dotted halo of individually addressable LEDs capable of tracing emojis, icons, even scrolling text across that transparent back plate.

Now we aren’t entirely sure, but it does seem like the Glyph Interface’s death has also taken the wireless charging coil out in the ultimate bear-hug. At least speculation is that this new Glyph Matrix sits dead center, occupying the estate once filled in by the wireless charging coil that practically became a core part of the flagship Phone’s recognizable design. There’s no real way of knowing whether the matrix DOES replace the Qi2 coil, but it does feel like that’s the best place to put the circular light grid.

AI Representation

Pair that canvas with on-device AI inference and mischief follows. The LEDs could pulse in harmonic waves that mirror the sentiment of your playlist, morph into a quiet progress bar while diffusion models whip up an illustration, or stay dormant until a predictive engine decides the alert is truly worth your glance. Hardware finally becomes ambient UX, not another ringtone.

Ambition rarely travels alone. Two hundred-plus LEDs sipping power alongside a hungrier NPU may erase whatever watt-hour gains arrive with the rumored 5,000 mAh pack. Relocating the coil risks slower wireless charging or the loss of reverse-charging altogether. If the thermal math is wrong, your pocket could double as a hand warmer while you wait for an AI recipe suggestion.

AI Representation

Still, the arc points forward. Smartphones once fought over megapixels, then refresh rates; 2025 crowns winners on neural FLOPS and programmable lumens. By marrying 16 GB of breathing room with a light-spewing, AI-aware rear panel, Phone (3) sketches a roadmap where hardware and interface literally illuminate each other. Even if the inaugural Matrix flickers, the idea nudges the industry toward devices that think harder, glow smarter, and feel unmistakably alive.

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Liquid Glass represents more than an aesthetic update or surface-level polish. It functions as a complex behavioral system, precisely engineered to dictate how interface layers react to user input. In practical terms, this means Apple devices now interact with interface surfaces not as static, interchangeable panes, but as dynamic, adaptive materials that fluidly flex and respond to every interaction. Interface elements now behave like physical materials with depth and transparency, creating subtle visual distortions in content beneath them, like looking through textured glass.

Designer: Apple

This comprehensive redesign permeates every pixel across the entire Apple ecosystem, encompassing iOS, iPadOS, macOS, and watchOS, creating consistent experience regardless of platform. Born out of close collaboration between Apple’s design and engineering teams, Liquid Glass uses real-time rendering and dynamically reacts to movement with specular highlights. The system extends from the smallest interface elements (buttons, switches, sliders, text controls, media controls) to larger components including tab bars and sidebars. What began as experimental explorations within visionOS has evolved into a foundational cornerstone across all of Apple’s platforms.

Yanko Design (Vincent Nguyen): What was that initial simple idea that sparked Liquid Glass? And second, how would you describe the concept of “material” in this context to everyday users who don’t understand design?

Alan Dye (VP of Human Interface Design, Apple): “Well, two things. I think what got us mostly excited was the idea of whether we could create a digital material that could morph and adapt and change in place, and still have this beautiful transparency so it could show through to the content. Because I think, initially, our goal is always to celebrate the user’s content, whether that’s media or the app.”

This technical challenge reveals the core problem Apple set out to solve: creating a digital material that maintains form-changing capabilities while preserving transparency. Traditional UI elements either block content or disappear entirely, but Apple developed a material that can exist in multiple states without compromising visibility of underlying content. Dye’s emphasis on “celebrating user content” exposes Apple’s hierarchy philosophy, where the interface serves content instead of competing with it. When you tap to magnify text, the interface doesn’t resize but stretches and flows like liquid responding to pressure, ensuring your photos, videos, and web content remain the focus while navigation elements adapt around them.

“And then in terms of what we would call the data layer, we liked the idea that every application has its content. So Photos has all the imagery of your photos. We want that to be the star of the show. Safari, we want the webpage to be the focal point. So when you scroll, we’re able to get those controls out of the way, shrink the URL field in that case.”

Apple has established a clear priority system where Photos imagery, Safari web pages, and media content take precedence over navigational elements, instead of treating interface chrome and user content as equal elements competing for attention. This represents a shift from interface-centric design to content-centric design. The practical implementation becomes apparent when scrolling through Safari, where the URL field shrinks dynamically, or in Photos, where the imagery dominates the visual hierarchy while controls fade into the background. Controls fade and sharpen based on what you’re doing, creating interfaces that feel more natural and responsive, where every interaction provides clear visual feedback about what’s happening and where you are in the system.

“For everyday users, we think there’s this layer that’s the top level. Menu systems, back buttons, and controls. And then there’s the app content beneath. That’s how we determine what’s the glass layer versus the application layer.”

Dye’s explanation of the “glass layer versus application layer” architecture provides insight into how Apple technically implements this philosophy. The company has created a distinct separation between functional controls (the glass layer) and user content (the application layer), allowing each to behave according to different rules while maintaining visual cohesion. This architectural decision enables the morphing behavior Dye described, where controls can adapt and change while content remains stable and prominent.

The Physical Reality Behind Digital Glass

During one of Apple’s demo setups, my attention was drawn to a physical glass layer arranged over printed graphics. This display served as tangible simulation of the refractive effect that Liquid Glass achieves in the digital realm. As I stood above the installation, I could discern how the curves and layering of the glass distorted light, reshaping the visual hierarchy of the underlying graphics. This physical representation was more than decorative flourish; it served as a bridge, translating the complex theoretical underpinnings of Apple’s design approach into something tactile and comprehensible.

That moment of parallax and distortion functioned as a compelling real-world metaphor, illustrating how interface controls now transition between foreground and background elements. What I observed in that physical demonstration directly translated to my hands-on experience with the software: the same principles of light refraction, depth perception, and material behavior that govern real glass now influence how digital interfaces respond to interaction.

Hands-On: How Liquid Glass Changes Daily Interactions

My hands-on experience with the newly refreshed iOS 26, iPadOS 26, macOS Tahoe, and watchOS 26 immediately illuminated the essence of Liquid Glass. What Apple describes as “glass” now transcends static texture and behaves as a dynamic, responsive environment. Consider the tab bars in Music or the sidebar in Notes app: as I scrolled through content, subtle distortions became apparent beneath these interface elements, accompanied by live refraction effects that gently bent the underlying content. The instant I ceased scrolling, this distortion smoothly resolved, allowing the content to settle into clarity.

My focus this year remained on the flat-screen experience, as I did not demo Vision Pro or CarPlay. iOS, iPadOS, and macOS serve as demonstrations of how Liquid Glass adapts to various input models, with a mouse hover eliciting distinct behaviors compared to direct tap or swipe. The material possesses understanding of when to amplify content for prominence and when to recede into the background. Even during media playback, dynamic layers expand and contract, responding directly to how and when you engage with the screen.

The lock screen clock exemplifies Liquid Glass principles perfectly. The time display dynamically scales and adapts to the available space behind it, creating a sense that the interface is responding to the content instead of imposing rigid structure upon it. This adaptive behavior extends beyond scaling to include weight adjustments and spacing modifications that ensure optimal legibility regardless of wallpaper complexity.

On macOS, hovering with a mouse cursor creates subtle preview states in interface elements. Buttons and controls show depth and transparency changes that indicate their interactive nature without overwhelming the content beneath. Touch interactions on iOS and iPadOS create more pronounced responses, with elements providing haptic-like visual feedback that corresponds to the pressure and duration of contact. The larger screen real estate of iPadOS allows for more complex layering effects, where sidebars and toolbars create deeper visual hierarchies with multiple levels of transparency and refraction.

The difference from current iOS becomes apparent in specific scenarios. In the current Music app, scrolling through your library feels like moving through flat, static layers. With Liquid Glass, scrolling creates a sense of depth. You can see your album artwork subtly shifting beneath the translucent controls, creating spatial awareness of where interface elements sit in relation to your content. The tab bar doesn’t just scroll with you; it creates gentle optical distortions that make the underlying content feel physically present beneath the glass surface.

However, the clear aesthetic comes with notable trade-offs. While the transparency creates visual depth, readability can suffer in certain lighting conditions or with complex wallpapers. Apple has engineered an adaptive system that provides light backgrounds for dark content and dark backgrounds for light content, but the system faces challenges when backgrounds contain mixed lighting conditions. While testing the clear home screen option, where widgets and icons adopt full transparency, the aesthetic impact is striking but raises practical concerns. The interface achieves a modern, visionOS-inspired look that feels fresh and contemporary, yet this approach can compromise text legibility, with busy wallpapers or varying lighting conditions creating readability issues that become apparent during extended use.

The challenge becomes most apparent with notification text and menu items, where contrast can diminish to the point where information becomes difficult to parse quickly. Apple provides the clear transparency as an optional setting, acknowledging that maximum transparency isn’t suitable for all users or use cases. This represents one of the few areas where the visual appeal of Liquid Glass conflicts with practical usability, requiring users to make conscious choices about form versus function.

Even keyboard magnification, when activated by tapping to edit text, behaved not as resizing but as fluid digital glass reacting organically to touch pressure. This response felt natural, almost organic in its execution. The system rewards motion with clarity and precision, creating transitions that establish clear cause and effect while guiding your understanding of your current location within the interface and your intended destination. Across all platforms, this interaction dynamically ranges between 1.2x and 1.5x magnification, with the value determined by specific gesture, contextual environment, and interface density at that moment instead of being rigidly fixed.

This logic extends to watchOS, where pressing an icon or notification amplifies the element, creating magnification that feels less like conventional zoom and more like digital glass stretching forward. On the small watch screen, this creates a sense of interface elements having physical presence and weight. Touch targets feel more substantial with reflective surfaces and enhanced depth cues, making interactions feel more tactile despite the flat display surface.

While this interaction feels natural, the underlying mechanics are precisely controlled and deeply integrated. Apple has engineered a system that responds intelligently to context, gesture, and content type. Apple’s intention with Liquid Glass extends beyond replicating physical glass and instead represents recognition of the inherent qualities of physical materials: how light interacts with them, how they create distortion, and how they facilitate layering. These characteristics are then applied to digital environments, liberating them from the restrictive constraints of real-world physics.

Why This Matters for Daily Use

The result is a system that is elastic, contextually aware, and designed to recede when its presence is not required. Most individuals will not pause to dissect the underlying reasons why a particular interaction feels improved. Instead, they will perceive enhanced grounding when navigating iPadOS or watchOS, with sidebar elements conveying heightened solidity and magnification effects appearing intentional. Apple does not overtly publicize these changes; it engineers them to resonate with the user’s sense of interaction.

This translates to practical benefits: reduced cognitive load when navigating between apps, clearer visual hierarchy that helps you focus on content, and interface feedback that feels more natural and predictable. When you’re editing photos, the tools recede to let your images dominate. When you’re reading articles in Safari, the browser chrome adapts to keep text prominent. When you’re scrolling through messages, the conversation content remains clear while navigation elements provide subtle depth cues.

Liquid Glass represents a fundamental recalibration of how digital interfaces convey motion, spatial relationships, and control. The outcome is an experience that defies easy verbal articulation, yet one that you will find yourself unwilling to relinquish.

The post Apple’s Liquid Glass Hands-On: Why Every Interface Element Now Behaves Like Physical Material first appeared on Yanko Design.

Nearly twenty years have gone by since the iPhone made waves and changed the way we look at phones and their designs. The era of tiny keys and physical buttons quickly faded, leaving us tapping on glass screens and slowly forgetting the satisfying sensation that came with every press. For some, though, the joy of tactile feedback remains a hard habit to break, and the accuracy that comes from physical keys is something a touchscreen can never truly replace.

Today, you can find a few accessories that try to bring back those physical keyboards, but they only work with a small number of devices and often feel like an afterthought. BlackBerry, once a giant in the mobile world, has all but vanished, its hardware and keyboard legacy left to nostalgia. Still, the spirit of BlackBerry is not entirely gone, as seen in the upcoming Unihertz Titan 2, a phone with QWERTY ambitions and a design that pays homage to the BlackBerry Passport.

Designer: Unihertz

The BlackBerry Passport stood out with its bold, square shape and a full QWERTY keyboard that made typing more precise and satisfying. Its unusual 1:1 aspect ratio display was a breath of fresh air for productivity, letting users read documents and emails with ease. Although niche, the Passport became a beloved tool for those who valued efficiency and communication over the latest trends.

Unihertz Titan (OG)

Carrying that legacy forward, the Unihertz Titan 2 puts a modern twist on the classic formula. Its physical QWERTY keyboard stretches wide across the phone’s front, giving each key enough space to avoid cramped typing. Above the main keyboard sits a row of six extra keys that could be quick shortcuts or even a fingerprint scanner cleverly disguised as a button. This arrangement promises faster access to common tasks and a more secure experience, all while keeping your fingers on the keys.

Unihertz Titan Slim

The Titan 2’s square screen, likely with a 1:1 aspect ratio, is designed for reading content comfortably, making it better suited for emails, documents, and web browsing than for binge-watching shows. Details about the phone’s internals are still under wraps, but rumors suggest it will be a significant upgrade over its predecessor, possibly packing 256GB of storage and possibly 12GB of memory. This leap in memory and storage would make it a real contender for anyone looking to get serious work done on the go these days.

From the front, the Unihertz Titan 2 looks every bit the modern smartphone, but its thick, rugged body hints at a device built for durability. It is not aiming for mass appeal or the slimmest profile. Instead, it is for those who want a reliable typing experience and the comfort that comes from every keypress. The Titan 2 QWERTY phone is a rare find, designed for a select group who still believe that typing should be felt, not just seen.

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So the Galaxy S25 Edge disappears into my pocket like a magician’s coin trick. At 5.8mm thick (just the chassis), this phone is nearly half as slim as my first iPhone and somehow feels more like a fashion accessory than a piece of electronics. The S25 Edge, and the feverish rumors about the iPhone Air rumored to clock in near 5.4mm, are doing more than chasing trends – they’re chasing a kind of technological transcendence. Thinness has become the ultimate flex, a design shorthand for “we can do what others can’t.” When tech gets thinner, it does more than look good – it changes how we interact with it, how we feel about it, and how we show it off.

The obsession with thinness isn’t new, but it’s hit a new peak in the smartphone era. Every year, manufacturers shave off tenths of a millimeter and treat it like a moon landing. Consumers lap it up, reviewers go wild, and industrial designers are lauded for making the impossible seem routine. But what is it about thin tech that makes us collectively lean in? Are we just suckers for sleekness, or is there something deeper going on – a psychology, a history, a design philosophy at play?

Thinness as a Design Statement

Thin devices are the physical embodiment of design bravado. When a phone like the S25 Edge arrives at 6.1mm, it’s not just an incremental upgrade, it’s a statement of intent. The engineering behind such a device is immense, requiring every component to be miniaturized, every cable rerouted, every opportunity for excess ruthlessly eliminated. The result is elegance distilled into aluminum and glass, a slab that feels more futuristic than most science fiction. There’s a reason why the world’s most iconic tech moments – from the original MacBook Air envelope reveal to the iPod Nano launch – are all about thinness.

A thin phone is a trophy, a testament to how far design and engineering have come. Designers treat every reduced millimeter as a victory, not just for aesthetics but for the user’s experience. Thinness means lightness in the hand, less bulge in the pocket, and a device that seems to float rather than weigh you down. A phone that vanishes into your pocket is a phone that promises to integrate seamlessly into your day.

Numbers back up the bravado. The original iPhone, chunky at 11.6mm, felt revolutionary in 2007. By 2012, the iPhone 5 was under 8mm. Today’s S25 Edge, at 6.1mm, and the iPhone Air, rumored at 5.4mm, are nearly half as thick as their ancestors. Each generation, we ask manufacturers to do the impossible all over again. Every new thin phone is a loud answer to that challenge.

The Psychology Behind the Slim Obsession

Thin tech stirs something deep in our collective psyche. There’s an almost primal satisfaction to holding a device that feels impossibly light and slender – a sensation that technology is melting away, leaving only the pure experience behind. In design, thinness signals refinement, mastery, and a certain confidence. People read thinness as a sign that a product is sophisticated, modern, and quietly powerful. It’s why, when a device gets thinner, it just ‘feels’ smarter.

Sociologists and psychologists have studied this phenomenon for years. We are drawn to objects that seem effortless, that suggest intelligence and intention in their creation. Thin phones fit this bill perfectly. They whisper of minimalism, of cutting through clutter, of leaving behind the excesses of the past. The thinner the device, the less it distracts, and the more it feels like an extension of ourselves rather than a separate object. It’s why the ‘Steve Jobs pulling a MacBook Air out of a Manila Envelope’ moment felt so impactful. A device this powerful, inside an envelope that holds mere sheets of paper.

There’s also a status aspect. The thinnest device is the newest, the most advanced, the one that elicits envy at the coffee shop. Companies understand this well. Marketing for the S25 Edge and the upcoming iPhone Air leans heavily on words like “sleek,” “refined,” and “elegant.”

Engineering: The Battle of Millimeters

Making a device thin is a Herculean feat that turns engineers into magicians. Building the Galaxy S25 Edge required the invention of a new stacked battery design, allowing 4200mAh of power to fit into a wafer-thin chassis. Apple’s iPhone Air, if it hits the rumored 5.4mm, will likely rely on graphene composites, vapor chamber cooling, and ceramic shielding. These details aren’t marketing fluff, they’re the hard-won fruits of years of R&D, late nights, and more than a few engineering headaches.

Every millimeter lost is a puzzle piece moved. Sacrifices must be made. Batteries shrink, so clever software is needed to stretch out runtime. Heat dissipation becomes a high-wire act, with vapor chambers and graphite layers crammed into ever-tighter spaces. Even the camera bump, that perennial foe of slimness, becomes a battleground for new lens arrangements and sensor stacking techniques. The S25 Edge, for example, manages a triple-lens array that barely protrudes, a feat that would have seemed like science fiction just three years ago.

Yet, there’s a cost. Durability tests show that ultra-thin phones are more susceptible to bending, twisting, and shattering. The rumored iPhone Air has reportedly failed internal drop tests at higher rates than its chunkier siblings. Still, consumers (and designers) seem willing to accept these trade-offs. In the end, the thrill of holding a technological marvel that feels impossibly thin outweighs the risks for many.

The Future: How Far Can Thin Go?

The march toward thinner devices shows no sign of slowing. As long as there are new materials to test, new battery chemistries to try, and new display technologies to push, designers will keep squeezing out every last millimeter. The S25 Edge and iPhone Air are not endpoints, but milestones in a relentless quest for elegance. Future phones may incorporate flexible batteries, rollable screens, or even modular components that let users choose their own compromise between thinness and function.

But there’s more at play than a simple race for the slimmest profile. Designers are beginning to rethink what thinness actually means for the user. Does a device that’s nearly invisible in the pocket actually improve daily life, or does it introduce new anxieties about durability, grip, and longevity? The next wave of innovation may be less about reduction for its own sake and more about balancing thinness with other forms of progress: sustainability, repairability, and long-term comfort.

Still, the romance with thin tech will never fully fade. Humans are wired to appreciate objects that feel refined, thoughtful, and advanced. Thinness is a language that designers speak fluently, and it resonates with anyone who’s ever marveled at the way a feather floats, a blade slices, or a phone disappears into the fabric of daily life. For now, that obsession keeps the world’s best designers reaching for the next fraction of a millimeter, and keeps the rest of us reaching for the latest impossibly slim device.

The post The Human Obsession with Slim Devices – Why Do We Gravitate Toward Thinner Tech? first appeared on Yanko Design.

Gaming smartphones have long carried the burden of looking like alien artifacts from some distant cyberpunk future. Bold angles, aggressive lighting, and garish aesthetics dominated this niche, creating devices that screamed their purpose from across any room. Yet something curious has been happening recently, a quiet revolution where raw performance begins meeting sophisticated design sensibilities in ways nobody quite expected.

The REDMAGIC 10S Pro represents this fascinating evolution, challenging preconceived notions about what gaming-focused hardware should actually look like. Gone are the days when choosing superior mobile gaming performance meant sacrificing elegance or accepting awkward compromises. But has this device truly cracked the code of balancing technical prowess with mainstream appeal? Let’s dive deeper to discover whether the REDMAGIC 10S Pro delivers on its ambitious promises.

Designer: REDMAGIC

Aesthetics

You can immediately tell at first glance that the REDMAGIC 10S Pro is not like any other smartphone, be it the “regular” premium kind or gaming-focused models. At the same time, it draws from elements that are often found in both. It manages to strike a beautiful balance between these two extremes, delivering a design that can, to some extent, satisfy even non-gamers who are looking for unparalleled power that only this type of device can bring.

You still have telltale signs of gaming culture, with RGB lights that you can enable or disable at your discretion. Depending on the variant in your hand, you still have geometric patterns often attributed to gamer aesthetics, which is the case for our white Moonlight review unit. On the other hand, the REDMAGIC 10S Pro has one thing that very few if not no other smartphone has: a completely flat back.

With smartphone cameras getting more powerful and, consequently, larger, there has been a trend of slapping large structures that extrude from the back of the phone, sometimes like a large wart on an otherwise slim frame. None of that here on the REDMAGIC 10S Pro, where not even the lenses themselves jut out of their protective glass. What’s even more impressive is how the phone remains relatively thin at 8.9mm.

Complemented by an equally all-flat display and modern flat edges, the REDMAGIC 10S Pro cuts a striking figure reminiscent of the sharp-looking Sony Xperias of old. With the all-black Nightfall colorway, you wouldn’t even recognize that it’s a gaming smartphone unless you turn the RGB lights on. Who’d have thought that one of the sleekest and most handsome smartphones this year would come from a market that’s stereotyped for frivolity and playfulness?

Ergonomics

Despite its slightly thicker frame and the extra-large battery it packs inside, the REDMAGIC 10S Pro manages to weigh in at only 229g (0.5 lbs). It’s not heavy enough to cause fatigue while using it for long periods of time, though it’s still a good idea to give your hands (and your eyes) some rest after hours of game time. The flat edges, a design trend among contemporary smartphones, add a bit of grip by nestling safely in your hand while in use.

The lack of a camera bump can be both a blessing and a curse. It makes holding the smartphone sideways more comfortable, with no structure to get in the way of your fingers. Holding it upright normally, however, might feel a bit weird if you’re used to resting your index finger under a raised edge for support. Regardless of how you hold it, the phone will lie completely flat on tables, removing that awkward wobble when you tap on it while it’s lying down.

The REDMAGIC 10S Pro has a rather minimalist streak, devoid of extraneous details and parts that stick out from any side. The customizable Shoulder Triggers lie flushed against the flat edge of the phone and positioned where gamers would naturally expect controller shoulder buttons to be, removing the need to retrain muscle memory. The Magic Key slide switch is also positioned at a perfect height to give you quick access to REDMAGIC’s GameSpace experience or any other function you assign to it.

Performance

One of the key upgrades that the REDMAGIC 10S Pro brings is the Snapdragon 8 Elite Leading Version processor, delivering exceptional raw power with a slightly over-clocked 4.47GHz throughput compared to the standard version’s 4.32GHz. Paired with LPDDR5T memory and UFS 4.1 Pro storage, multitasking feels effortless whether you’re running demanding games or switching between intensive applications. The custom RedCore R3 Pro AI gaming chip works alongside the main processor, optimizing performance specifically for mobile gaming scenarios that would otherwise strain conventional smartphones.

What truly sets this device apart is the enhanced ICE-X cooling system featuring repositioned Liquid Metal 2.0 technology. Unlike the previous model where liquid metal was applied to the vent pipe, it now sits directly on the CPU, reducing temperatures by up to 5°C. The 23,000 RPM internal fan operates surprisingly quietly at just 4dB, while the 12,000mm² vapor chamber ensures sustained performance during extended gaming sessions without thermal throttling.

The 6.85-inch AMOLED display showcases vibrant colors and razor-sharp detail at 1.5K resolution. Gaming feels incredibly responsive thanks to the 144Hz refresh rate and 2,500Hz instant touch sampling, virtually eliminating input lag. Peak brightness reaches 2,000 nits, making outdoor visibility excellent even in direct sunlight. The 95.3% screen-to-body ratio creates an immersive experience that makes other phones feel cramped by comparison, especially since you won’t even be able to see the 16MP Under-Display Camera unless it’s in use.

Audio quality impresses with dual 1115K speakers that deliver surprisingly rich, three-dimensional sound. DTS:X Ultra processing creates genuine spatial audio that helps locate enemies in competitive games. The inclusion of a 3.5mm headphone jack feels refreshing when most manufacturers have abandoned this feature. You get to enjoy using your favorite wired gaming headphones or hook the phone up to loud speakers at a party without having to worry about Bluetooth connections dropping off.

Photography capabilities center around dual 50MP cameras, with the main sensor featuring optical image stabilization and the ultra-wide offering impressive distortion correction. The 2MP depth sensor assists with portrait effects, though results can feel inconsistent. However, the absence of a dedicated telephoto lens means distant subjects require digital zoom, which quickly degrades image quality.

Still, the output is quite decent for most shots and you won’t be embarrassed by the photos you take, regardless of the weather or time of day. Just don’t go zooming in too far, because you’ll start to see a sharp drop in quality after 3x magnification. For a gaming-focused phone, the camera system performs adequately but won’t satisfy photography enthusiasts.

Battery endurance stands out as exceptional, with the massive 7,050mAh capacity easily lasting two full days of regular use. The included 80W charger refills the battery remarkably quickly, reaching 50% in just 15 minutes. The charge separation technology is a nice safety measure that allows gaming while plugged in without heating the battery, extending its lifespan considerably. Unfortunately, wireless charging isn’t supported, which feels like an oversight in this day and age, especially considering this is no cheap mid-range phone.

RGB lighting customization reaches almost ridiculous levels, letting you personalize the REDMAGIC logo, internal fan, and shoulder trigger illumination. Seven colors and multiple patterns sync with notifications, charging status, and game events. While some might consider this excessive, the lighting effects genuinely enhance the gaming atmosphere. You can easily disable everything for professional settings, but the visual flair adds personality that generic smartphones simply can’t match.

Sustainability

Gaming smartphones are known for their performance prowess, not so much for the benefits they bring to the environment, especially when it comes to the materials they use. Sustainability is not a top priority for this niche market segment, and the REDMAGIC 10S Pro is no different. If gaming smartphones continue to thrive in the next few years, hopefully, that scenario will also change for the better.

The phone might not be known for its durability either. With only an IP54 certification, it barely meets the minimum expectations for dust and water resistance. Perhaps the tiny active cooling fan, which remains a completely unique feature of this phone series, is still to blame for this rather disappointing figure. It might be a trade-off mobile gamers are willing to make in exchange for keeping their hands from feeling the burn during an intense gaming session.

Value

Gaming smartphones take the already high-end hardware of premium flagships and kick it up a notch to deliver the raw power that gamers crave. They also throw in more elaborate cooling systems, larger batteries, and fancy lighting to complete the gaming experience on a small form factor. Given those features, you might think that such smartphones would cost an arm and a leg, and that’s often the case.

Not so for the REDMAGIC 10S Pro, which always manages to ask less for more. Costing roughly around $700 for the most basic configuration, depending on your market, the powerful piece of pocketable technology easily outplays not only its competition but also other top players in the wider smartphone market. Sure, it’s missing a few check marks on its boxes, but if your main use case for a smartphone is gaming, you can hardly go wrong with this 2025 iteration of a well-known mobile gaming brand.

Verdict

The gaming smartphone landscape has clearly matured beyond its early experimental phase, and the REDMAGIC 10S Pro stands as compelling evidence of this transformation. Rather than forcing users to choose between serious performance and sophisticated aesthetics, it demonstrates how thoughtful engineering can deliver both without compromise. The flat-back design, refined cooling solutions, and customizable lighting show that gaming phones can finally appeal to broader audiences.

What makes this device particularly noteworthy lies not just in its impressive specifications or competitive pricing, but in how it represents a new chapter for mobile gaming hardware. The REDMAGIC 10S Pro proves that gaming smartphones can shed their niche stereotypes while retaining everything that makes them special. This evolution benefits everyone, whether you’re a dedicated mobile gamer or simply someone who appreciates exceptional engineering wrapped in a surprisingly elegant design.

The post REDMAGIC 10S Pro Smartphone Review: When Powerful Gaming Meets Sophisticated Design first appeared on Yanko Design.

When Nothing launched their first phone, it was centered around the Glyph Interface, not as a gimmick, but as a core part of the phone’s personality. Cut to just 5 days ago when the company cryptically tweets that they ‘Killed’ the Glyph Interface. Anyone who saw that tweet knew this wasn’t the death of the glyphs – it was its logical evolution.

Now, with its latest visual teaser, Nothing has pretty much confirmed what a bunch of us had on our minds for a while. The glyph interface’s unique light bars served their purpose, but there wasn’t much you could do to improve them beyond a point. With the Phone (3), the glyph bars officially get replaced by a ‘Glyph Matrix’, or a circular patch of LED lights that respond in a more visually meaningful way, forming patterns, and maybe even logos and text… but we have a massive doubt.

Designer: Nothing

AI Representation

The Phone (3) comes around a month from now, with the Nothing Event officially being slated for the 1st of July. All we know for now, however, is that this phone ditches the Glyph Interface, so it will probably look completely different from Phone (1) and (2). Nothing’s Phone (3a) Pro debuted in March, with the CMF Phone 2 Pro following soon after, and both of them were fairly advanced on a hardware front, with 3 cameras packed into the back… so logically, it would mean that Nothing’s flagship phone series would have to do a LOT to stand out against its more budget-friendly line-up. That distinction comes in the form of the Glyph Matrix.

AI Representation

I don’t know if that’s officially the term Nothing plans on using, but they teased the dot-matrix-style pattern system for a while, with this Project Arcanine teaser earlier this year (image below). In fact, Nothing’s logo itself is a dot-matrix font, so it sort of makes sense for the Phone (3) to embrace the matrix. However, it does raise an important question around wireless charging.

One can only assume that this matrix finds itself at the center of the phone (its circular design would imply that decision), but that would mean ditching the wireless charging coil that usually sits in that position. How Nothing plans on circumventing that conundrum is something only time will tell (or a random Reddit leak), but we’re here for it.

Come July 1st, a lot of our questions will be answered, as Nothing officially lifts the veil on its most anticipated phone for the year.

The post Nothing Phone (3) Kills the Glyph Interface for a ‘Glyph Matrix’… But There’s A Massive Problem first appeared on Yanko Design.

Cameras have become the main stage for smartphone innovation, with manufacturers using design as a canvas for their photographic ambitions. Some phones stick to that tried-and-true rectangular patch in the corner, while a few have gone all-in with enormous circles smack in the middle. Others, perhaps itching for a little nostalgia, borrow cues from professional camera gear, making their phones look like mini DSLRs ready for a shoot.

When Google launched the Pixel 6 back in 2021, it rolled out a camera design that immediately caused a stir. The so-called “visor” stretched across the back like a pair of futuristic, well, visors, quickly dividing fans and critics alike. Last year’s Pixel 9, with the Pro model shown above, tried to shake things up with a pill-shaped bar, but that bold move didn’t exactly bridge the gap. Now, with the latest leaks, Google seems set to go even bigger, both literally and figuratively.

Designer: Google (via Mystic Leaks)

Pixel 10 Pro Prototype

Unlike most smartphone makers, Google has stuck with an unusual arrangement that lines up its cameras neatly in a row across the phone’s back. This “all in a row” look gives Pixel phones a personality you can spot a mile away, for better or worse. Last year’s shift to a rounded bar only added more fuel to the ongoing debate, and the upcoming Pixel 10 Pro looks ready to keep the conversation going.

Pixel 10 Pro Prototype

Leaked shots of what’s rumored to be the Pixel 10 Pro reveal a camera bar that’s not just taller, but noticeably chunkier than before. The added size hints at bigger or better hardware tucked underneath, even if the official camera specs haven’t changed much. Interestingly, the rest of the phone appears a little slimmer, as if Google is trying to balance the bulk up top with some subtle finesse in the hand.

Pixel 9 Pro

Pixel 10 Pro Prototype

There are a handful of other tweaks that might fly under the radar if you’re not paying close attention. The SIM card slot, for instance, has migrated to the top edge, opening up the bottom for a set of symmetrical speaker grilles hugging the USB-C port. Meanwhile, the new camera bar’s glass now stretches all the way to the edges, making the whole rear look just a bit cleaner and more refined.

Pixel 9 Pro XL

Pixel 10 Pro Prototype

For all the debate, there’s no denying that the Pixel’s broad camera design brings some practical perks. Unlike phones with corner bumps that make them rock on a table, the Pixel’s camera bar keeps things steady. It also sidesteps the massive circle trend that can dominate a phone’s entire back. Still, ever since the Visor first appeared, Pixel fans have been split. With this camera bar growing even larger, it’s anyone’s guess whether it will win new hearts or simply add to the ongoing squabble.

Pixel 10 Pro Prototype

The post Google Pixel 10 Pro Design Leak Provides a Mixed Bag of Refinement and Controversy first appeared on Yanko Design.

Nothing has a true flagship phone due for release soon, but we don’t have a confirmed date. Carl Pei and company have been keeping things guarded closely. When it does drop, the Nothing Phone 3 will be missing the glyph interface that the British consumer electronics manufacturer has been possessive about in the past iterations. It will, however, have a triple camera array including a telephoto lens, a bigger battery, and for the first time, a price tag tipping past the $1,000 mark.

How that’s going to fair in Nothing’s favor is only for time to tell. But before that, here is a chance to gawk at a dream phone that a design studio has brought out in anticipation. And it could perhaps be one of the most durable, non-rugged phones of all, at least if it ever goes into production.

Designer: Tektura Studio

Nothing is known for its bold marketing antics. Just recently, the company released a video titled “We made MKBHD’s Dream Phone,“ in collaboration with a famous tech influencer, Marques Brownlee (MKBHD). The video is about MKBHD’s idea of a conceptual “dream phone,” which Nothing rolls out with a detailed cost breakdown of building such a smartphone.

In continuation, the Tektura Studio idealized another phone in the Dream Phone Series for Nothing. This time, conceptualizing what JerryRigEverything would want as a phone. For the unaware, Zach, better known as JerryRigEverything, has this video channel with over 9 million subscribers. He is known for his mesmerizing videos wherein he rips phones apart to review them inside and out. Most reviewers are restricted by companies from taking the review units apart, running durability tests on them, or breaking the phones. But Zach does it all, sometimes on review units generously sent from companies like Nothing and OnePlus, and sometimes by buying his own devices and opening them up to see their durability and repairability.

The animations of a Nothing Dream Phone Series x JerryRigEverything reveal a personalized device with functional features that the YouTuber values the most. The phone stays true to Nothing’s clean, futuristic aesthetic while being filled with hidden elements in the construction that put the repairability and durability of the phone in the top tier. The render images by Tektura Studio depict a raw, lab-like environment you can find in JRE’s videos, including a picture with his iconic scratch tool that he runs over the body of each device under his scanner.

The detailed imagery of the JRE dream phone depicts the idea of how it will go under the tools and undergo immensely stringent durability tests to prove its mettle of being worthy of Zach. The innards are compactly positioned in the top half of the phone, with the camera array running down its middle like the spine. The lower half of the device is occupied by the removable Li-ion battery.

The post After MKBHD collab, here’s JerryRigEverything dream phone designed for Nothing first appeared on Yanko Design.

You know something extraordinary is happening when a single company wins 41 Red Dot Design Awards across five completely different categories in one year. ASUS didn’t just collect these awards like trading cards; they earned recognition from 43 international design experts for solving real problems across smartphones, laptops, displays, and even backpacks. The Zenfone 12 Ultra alone would have made headlines with its gimbal-stabilized camera that turns shaky vacation videos into smooth cinematic footage. But that’s just the beginning of this story. We’re talking about gaming phones that survive military testing while looking sophisticated enough for boardrooms, OLED monitors calibrated specifically for photographers who can’t afford color shifts, and mini PCs powerful enough to replace full towers yet small enough to hide behind your monitor. The real question isn’t how ASUS won so many awards, but rather how they managed to excel in categories where specialized companies usually dominate. How does the same company that makes RGB gaming keyboards also create color-accurate displays that professional photographers trust?

Designer: ASUS

Three Smartphones That Each Solve Different Problems

The smartphone wins perfectly demonstrate ASUS’s understanding that different users need fundamentally different devices. Take the Zenfone 12 Ultra, which tackles the universal problem of shaky photos and videos with actual hardware rather than just software tricks. Its 6-Axis Hybrid Gimbal Stabilizer 4.0 sounds like technical overkill until you see the results. Walking videos that normally resemble earthquake footage suddenly become smooth, tracking shots. Low-light photos that would require a tripod become possible handheld. The 50MP Sony Lytia 700 sensor benefits from this stability in ways that go beyond specs, paired with a 32MP telephoto offering 3x optical zoom and a 13MP ultrawide for versatility. ASUS wrapped this technology in a 220g body featuring 100% recycled aluminum and silky matte glass that actually resists fingerprints, addressing another daily annoyance we’ve all accepted as inevitable.

The ROG Phone 9 and ROG Phone 9 Pro approach mobile design from a completely different angle, prioritizing gaming performance without sacrificing daily usability. Both models feature IP68 water resistance, which you rarely see in gaming phones because manufacturers assume gamers baby their devices. The 185Hz E6 AMOLED display with 720Hz touch sampling delivers response times that competitive mobile gamers need, while 2500 nits peak brightness means you can see the screen outdoors. The Pro model goes further with up to 24GB of RAM and 1TB of storage, as mobile games are becoming increasingly large. What’s clever here is the integration of Dirac Virtuo spatial sound and Qualcomm aptX Lossless, recognizing that hearing enemy footsteps matters as much as seeing them. The 5800mAh battery with 65W charging keeps sessions going, while the customizable AniMe Vision display on the back adds personality without going full RGB circus.

Gaming Laptops That Don’t Scream “I Live in My Mom’s Basement”

The laptop category reveals that ASUS is solving a problem many professionals face: wanting gaming performance without looking like they’ve brought a spaceship to the office. The TUF Gaming A14 represents their first 14-inch gaming laptop, and at 1.46 kg, it fits in a standard laptop bag. Running AMD Ryzen AI 9 HX 370 processors with RTX 4060 graphics, this machine delivers legitimate gaming performance through a 165Hz QHD+ (2560×1600) display that’s sharp enough for spreadsheets and fast enough for shooters. The military-grade durability means it survives daily commutes, addressing the reality that gaming laptops need to handle more than just desk duty.

The ROG FLOW Z13 takes versatility to extremes as a 2-in-1 gaming tablet that sounds impossible until you use it. The 13.4-inch 2560×1600 touchscreen runs at 180Hz, powered by AMD Ryzen AI Max+ 395 processors with up to 128GB RAM. At $2,099, it’s not cheap, but it replaces multiple devices. Use it as a tablet for digital art, prop it up for gaming sessions, or connect an external GPU for desktop performance when needed. The form factor solves real problems for creators who game and gamers who create, eliminating the need to choose between specialized devices.

Meanwhile, the ROG Strix Scar 16 and 18 embrace traditional gaming laptop design but elevate it with ROG Nebula HDR Display technology. These machines pack Intel Core Ultra 9 275HX processors and up to RTX 5090 Laptop GPUs, delivering 2.5K resolution at 240Hz through Mini LED backlighting. The tool-less upgrade design acknowledges that gamers want to upgrade components over time, while up to 64GB DDR5 RAM ensures these laptops won’t become obsolete next year.

Consumer Laptops That Understand Consumer Needs

ASUS’s consumer laptop wins show they’re paying attention to how people use computers. The Vivobook 14 and 16 Flip models embrace the 2-in-1 concept with 360-degree hinges and OLED touchscreens, powered by Intel Core Ultra 7 processors. At 1.69cm thick and 1.5kg, these machines prove that convertibles don’t need to be chunky. The Vivobook Classic Series strips away gimmicks to focus on reliability and value, while the ASUS V16 provides 16-inch productivity without the bulk typically associated with larger screens.

ASUS Vivobook Pro 15

The Zenbook S 14 and S 16 represent ASUS’s premium ultrabook vision, featuring Intel Core Ultra processors with Copilot+ PC capabilities. These machines balance performance with portability, using premium materials and finishes that justify their positioning. But the real standout is the Zenbook A14, which earned recognition as the world’s lightest 14-inch Copilot+ PC at just 2.18 pounds. Powered by Qualcomm Snapdragon X processors, it delivers up to 32 hours of battery life thanks to ARM efficiency. The 14-inch OLED display (1920×1200) with 100% DCI-P3 coverage provides color accuracy typically reserved for much more expensive machines, while the Ceraluminum construction creates a premium feel in the $899-$1,099 range.

Business Laptops Built for Real Business Use

The commercial wins reveal ASUS’s understanding of what IT departments and business users need. The ExpertBook P5 represents their flagship business machine, powered by Intel Core Ultra processors (Series 2) with up to 120 total platform TOPS of AI performance. Weighing just 1.29 kg, it packs a 2.5K 144Hz anti-glare display and offers up to 28 hours of battery life. The inclusion of ASUS AI ExpertMeet provides intelligent noise cancellation and real-time transcription with on-device processing, addressing privacy concerns while adding genuine utility for remote workers.

The ExpertBook B3 takes a different approach with its 16-inch display and connectivity focus. At 1.78kg, it includes features business users request: optional 5G LTE, Wi-Fi 6E, dual Thunderbolt 4 ports, and smart card readers. The 85% screen-to-body ratio maximizes working space, while MIL-STD-810H durability testing ensures it survives the reality of business travel and daily office use.

All-in-Ones and Desktops for Different Tribes

The desktop category spans from space-saving all-in-ones to gaming powerhouses. The AiO VM6 Series and ExpertCenter AiO P4 series represent ASUS’s approach to integrated computing, ideal for reception areas, home offices, or anywhere cable management is a concern. These systems prove that all-in-ones don’t need to compromise on performance or upgradeability.

Gaming desktops are split between the TUF Gaming T5 series, which emphasizes durability and value, and the ROG G7 series, designed for enthusiasts who seek maximum performance with premium aesthetics. These systems recognize that not everyone wants to build their own PC, offering pre-configured options that cater to their target audiences.

The Mini PC Renaissance Nobody Expected

Perhaps the most interesting wins come from ASUS’s commitment to mini PCs, a category that most companies abandoned. The ExpertCenter PN54 packs an AMD Ryzen AI 7 350 processor with 45+ NPU TOPS in a 0.5L chassis, complete with six USB ports, dual 2.5G LAN, and Wi-Fi 7. This isn’t a streaming box; it’s a legitimate workstation that happens to fit in the palm of your hand.

The NUC 15 Pro and NUC 15 Pro+ take it a step further with Intel Core Ultra 7/9 processors (Series 2), up to 96GB of DDR5 RAM, and support for four 4K displays simultaneously. The tool-less upgradability means these systems can evolve with your needs, while thoughtful port selection eliminates the dongle mess that plagues other compact systems. What earned recognition was the thermal management that keeps these systems quiet under load, solving the jet engine problem that traditionally plagued small form factor PCs.

Displays That Serve Their Actual Users

ASUS’s monitor wins reveal a deep understanding of different user needs. The ProArt Display PA27UCGE and PA32UCE are designed exclusively for color accuracy, featuring built-in motorized colorimeters and hardware calibration. These displays deliver 98% DCI-P3 coverage with Delta E<1 accuracy at 160Hz refresh rates and 600 nits brightness, specifications that matter to photographers and video editors who can’t afford color shifts between devices.

The ProArt Display OLED series brings OLED technology to professional workflows where perfect blacks and infinite contrast translate to better creative decisions. ASUS prioritized burn-in protection and color accuracy over gaming features, showing they understand professional priorities.

Gaming gets serious attention with the ROG Swift OLED series. The PG32UCDM features a 32-inch 4K QD-OLED display with a 240Hz refresh rate and 0.03ms response time, while the PG27AQDP achieves refresh rates of up to 480Hz at 1440p. Custom heatsinks and OLED Care+ features address burn-in concerns, proving ASUS understands the hesitation around OLED for desktop use.

The ZenScreen Duo OLED MQ149CD offers dual portable screens in one device, ideal for presentations where you need to display content while keeping notes private. The ZenScreen Smart MS27UC and MS32UC build smart TV functionality directly into monitors, eliminating streaming device clutter in small spaces.

Graphics Cards and Components That Know Their Lane

The GPU wins demonstrate clear market segmentation. The ROG Astral RTX 50 series targets enthusiasts wanting maximum performance with premium cooling solutions. The liquid-cooled ROG Astral LC RTX 50 series pushes further for users prioritizing silence over everything else. Meanwhile, the TUF Gaming RTX 50 series offers military-grade reliability at more accessible price points, demonstrating that durability doesn’t require premium pricing.

The ProArt Z890-CREATOR WIFI motherboard shows ASUS understanding that creators need different features than gamers. Instead of overclocking potential and RGB zones, this board focuses on stability, Thunderbolt connectivity, high-speed storage options, and professional-grade audio interfaces that actually matter for content creation workflows.

Accessories That Solve Actual Problems

The peripheral wins aren’t just about RGB and aggressive styling. The ROG Azoth Extreme earned recognition as a 75% gaming keyboard with a full aluminum alloy chassis, a carbon fiber positioning plate, and an OLED touchscreen that actually serves a purpose for customization. The ROG Harpe Ace Extreme mouse weighs just 47 grams thanks to carbon fiber construction, while packing a 42,000-dpi ROG AimPoint Pro optical sensor for users who need that level of precision.

The ASUS Master Thunderbolt 5 Dock DC510 addresses the cable chaos plaguing modern desks with enough bandwidth to run multiple 4K displays, storage arrays, and peripherals through a single cable. The thoughtful port placement and clean design demonstrate an understanding of how these devices are actually used in real workspaces.

Even the ROG SLASH Backpack series has earned recognition for solving specific problems that gamers face when transporting expensive hardware. These aren’t just bags with gaming logos; they feature dedicated compartments, actual protection systems, and thoughtful organization for cables and peripherals. The RT-BE58 Go router, ProArt PA401 PC case, and ASUS Cobble Enclosure storage solution round out the accessories, each addressing specific user needs rather than just filling product categories.

What This Design Sweep Actually Tells Us About Technology’s Future

Looking at these 41 wins collectively reveals something important about where technology design is heading. ASUS succeeded by recognizing that one-size-fits-all products satisfy nobody in 2025. A professional photographer needs fundamentally different display features than a competitive gamer. A business user values different laptop attributes than a content creator. A student needs different price points than an enterprise customer.

The sustainability angle running through many products also matters more than the press releases suggest. When premium products lead with 100% recycled aluminum frames and FSC-certified packaging, it normalizes these choices across entire product lines. Environmental consideration is becoming integral to good design rather than a marketing checkbox.

AI integration across categories shows ASUS betting on intelligence over raw specifications. The Zenfone 12 Ultra’s AI Transcript 2.0 converts meeting recordings to searchable documents without cloud processing. The ExpertBook P5’s AI ExpertMeet handles noise cancellation and camera framing locally. These features address real productivity needs while respecting privacy concerns.

Perhaps most importantly, these awards suggest the industry is moving past the era of spec sheet battles. ASUS won by solving specific user frustrations: shaky videos, gaming laptops that look unprofessional, mini PCs that throttle, displays with inconsistent colors, cable management nightmares. Each product addresses real problems people face daily rather than inventing new features nobody requested.

The breadth of this achievement, spanning from pocket-sized smartphones to professional workstations, demonstrates that good design principles scale across categories while respecting each segment’s unique demands. As the technology industry continues chasing bigger numbers and flashier features, ASUS’s focus on thoughtful problem-solving through design points toward a more user-centric future. Whether this translates to market success remains to be seen, but these 41 awards suggest they’re asking the right questions about what technology should actually do for the people who use it every day.

The post ASUS Dominates 2025 Red Dot Awards with 41 Wins Across Every Category That Matters first appeared on Yanko Design.