Winners and losers: IFA 2018


Final week’s IFA noticed a number of main launches, however not as many as earlier years. You possibly can try our IFA 2018 wrap-up for an summary of what we noticed. However here is a second take a look at issues that goals to place them in perspective.



The Triluminos show is beloved by many and certainly appears beautiful in particular person, however regardless of how a lot it has improved over time, it felt like Sony was getting left behind. Earlier this yr we noticed it leap to 18:9, although nonetheless at 1080p decision. Final week the corporate lastly acknowledged that QHD is a factor.

Not solely that, however the Sony Xperia XZ3 has a bigger display screen than the XZ2. The additional zero.three” of screen diagonal didn’t add much to the phone’s width because of the curved sides of the screen. It looks cool, but I side with the “flat is healthier” facet of the debate. Nonetheless, it is a design factor that is a transparent mark of a flagship (Galaxy S9, LG V30, Nokia eight Sirocco).

Sony Xperia XZ3

Sony Xperia XZ3

Whereas the display screen is superior, it is about all that Sony modified. The corporate has been dragging its ft on the twin digicam entrance, RAM capability is caught in 2015 too, the competitors is effectively previous that. Sony has by no means been simply swayed by market tendencies, however now it has to cope with shoppers that did not develop up with Trinitron, Walkman and Cybershot.


This was only a style of the Huawei Mate 20, however the world’s first 7nm chipset deserves recognition. The Kirin 980 chipset can be the primary to make use of ARM’s newest Cortex-A76 CPU cores and the Mali-G76 GPU, plus a quicker LPDDR4X normal to maintain each effectively fed with knowledge.

That stated, I feel the enhancements to the ISP are much more thrilling – multi-pass noise discount has confirmed to be the appropriate means to enhance a digicam’s low-light efficiency. Early this yr we have been shocked by P20 Professional evening pictures and it is loopy to suppose that they are often outdated information simply half a yr later.

The Honor sub-brand introduced plans for Honor Play‘s world launch. It desires to journey the gaming telephone buzz whereas sticking to the recipe established by the Honor View 10 and Huawei nova three (our ballot suggests the Play can be a well-liked mannequin). We have been type of hoping for the Honor Be aware 10, nevertheless, because it appears a 7″ battleground is shaping up.


Yeah, you learn that proper. It is a area of interest gadget, however the BlackBerry KEY2 LE is the one method to get a QWERTY on cell right this moment. The one! You are not going to pay 600+ euro for the opposite KEY2, are you?

BlackBerry KEY2 LE

BlackBerry KEY2 LE

Anyway, this BlackBerry makes me really feel outdated. Children right this moment favor texting over calling, however have most likely by no means expertise the ergonomics and velocity of a BlackBerry keyboard. Plus, the LE mannequin breaks away from the drab colours of the outdated KEY2 – the crimson one particularly appears nice with these accents on the keyboard. I simply want they saved the capacitive trackpad characteristic of stated keyboard.

PS. Try the Counterclockwise article from earlier right this moment, it covers BlackBerry’s historical past.


Fairly a turnaround – from primarily shutting down operations to unveiling one of many cooler telephones at IFA. The Axon 9 Pro has three of my favourite issues – vanilla Android, an AMOLED show and a big four,000mAh battery.

ZTE Axon 9 Pro

ZTE Axon 9 Professional

I am a little bit conflicted in regards to the €650 worth because the outdated Axon price about the identical as a OnePlus. Nonetheless, I’ve to present it to ZTE – the Axon 9 Professional is waterproof, has stereo audio system, wi-fi charging and a helpful secondary digicam. The OnePlus has none of these, so the additional €80 might effectively be price it.


Final yr at IFA, LG was fast to fill the Galaxy Be aware-shaped void with the wonderful LG V30. This yr… effectively, there’s an LG V40 on the way in which and the rumors make it sound like a worthy follow-up to the V30, however it did not launch final week. As a substitute we obtained extra of LG’s meandering technique. As if the V30, V30+, V30S and V35S weren’t sufficient, we’re getting a wide range of LG G7 fashions.

Okay, the LG G7 One is fairly cool, you do not see many rugged and waterproof Android One telephones. Actually not with a QHD display screen that may push out 1,000nits of brightness. I do not a lot care in regards to the chipset lately, however I feel LG dropped the ball with the digicam. No wide-angle lens, no OIS, no excessive body price mode (and even simply 60fps at 1080p), the digicam feels barebones even within the mid-range.

LG G7 One

LG G7 One

As for the LG G7 FitI am ready to listen to the value, however for essentially the most half I feel it is simply tarnishing the G7 identify. The G7 ThinQ worth has dropped noticeably already (we noticed it at $450), higher get that one as a substitute of coping with a Snapdragon 821 chipset (ought to have been S710/S670) and a disappointing digicam.

LG G7 Fit

LG G7 Match


That is extra of an honorable point out because the telephone technically wasn’t at IFA. Nonetheless, the HTC U12 Life gives an fascinating twist on the Pixel design and gives a extra reasonably priced various for individuals who cannot fairly afford the HTC U12+. The three,600mAh battery is appreciated, although some type of quick charging would have made it even higher.

HTC U12 life

HTC U12 life



Dare I say it, IFA 2018 was boring. Samsung launched the Galaxy Note9 earlier than it, Huawei will launch the Mate 20 after it, the LG V40 was additionally MIA. There have been many different nice telephones with non-IFA launches: Pocophone, the Discover X, NEX S and so forth.

It appears like essentially the most thrilling telephones of the second half of 2018 are usually not IFA launches. Okay, the Winners part has a number of arguments towards that assertion, however it’s the pattern that’s worrying – if a number of extra manufacturers drop out and select to do their very own occasions, IFA 2019 can be fairly barren.


Motorola hasn’t had essentially the most thrilling launches just lately and whereas the Motorola One is a strong entry stage telephone, it is actually beginning to seem like Moto has given up on flagships. As if the Moto Z3 did not telegraph this clearly sufficient.

Motorola One
Motorola One Power (P30 Note)

Motorola One • Motorola One Energy (P30 Be aware)

A minimum of that one is an Android One telephone, not like Motorola P30 Be aware, which is basically a Lenovo telephone full with the ZUI customizations. A far cry from the Moto X days of pure Android and modern options. Okay, okay, the sky is not falling – the P30 Be aware can be out there in Android One taste because the Moto One Power. Nonetheless, neither Google nor Lenovo have managed to return the Motorola model to its as soon as dominant place.

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Anatolia Raspotovina


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