Technologies

CNET Survey: Just 11% of People Upgrade Their Phone for AI Features. Here’s What They Want Instead

Shoppers appear to care even less about mobile AI than they did last year, despite companies like Apple, Samsung and Google piling on new AI capabilities.

AI has become a staple of just about every new phone, but that doesn’t mean it’s a centerpiece of most people’s lives.

A new CNET survey finds that just 11% of US smartphone owners choose to upgrade their devices because of AI features, a 7% drop from a similar survey last year. Further, about 3 in 10 people don’t find mobile AI helpful and don’t want to see more features added.

This comes as tech giants continue to tout AI capabilities in their keynotes. Most recently, Apple used its Worldwide Developers Conference to share updates on Apple Intelligence, especially as it works to play catch-up with AI leaders like Google’s Gemini and OpenAI’s ChatGPT.

These survey results highlight the mismatch between phone makers’ bullish approach to AI and consumers’ general apprehension toward the rapidly advancing technology. Despite pushes from companies like Apple, Samsung and Google to add a growing list of AI features into their mobile devices, most people continue to care about three core areas when shopping for a new phone: price (62%), longer battery life (54%) and more storage (39%). Another top consideration is the camera, with 30% of respondents citing that as a top priority.

Last year’s survey echoed these same primary concerns. In 2024, the biggest motivation for US smartphone owners to upgrade their devices was longer battery life (61%), followed by more storage (46%) and better camera features (38%). Just 18% said their main motivator was AI integrations. This year, it appears that number is even lower, even as AI capabilities become more ubiquitous.

A(I) tough sell

AI has become the buzzword of practically every tech product launch and keynote over the last few years. AI-powered capabilities like writing tools, image editing and smarter voice assistants have leveled up mobile devices into even more powerful machines. In turn, this has ramped up the already-fierce competition among key mobile players. Google has woven Gemini into its Pixel devices, as well as other Android phones from companies like Samsung and Motorola. Apple introduced its suite of Apple Intelligence features with the iPhone 15 Pro and Pro Max, though its larger AI ambitions have stalled and it lags behind its competitors.

It’s not just premium flagship devices that are piling on the generative AI features. Mid-tier and budget phones are hopping on the bandwagon, too. For instance, the $600 iPhone 16E, $500 Pixel 9A and $650 Galaxy S24 FE pack their fair share of AI features that echo what you’ll find on their pricier siblings. All of this proves that no matter how much you’re willing to spend, you can’t escape the AI hype.

Based on CNET’s survey, «hype» may in fact be the word many people ascribe to the recent flood of generative AI features. Just 13% of people say they use AI on their phone to summarize or write text, 8% say they tap into AI image creation tools and 7% use AI on their phone for photo editing. Additionally, 20% admit to not even knowing how to use the AI features on their handset.

Mobile AI features generally come at no extra cost to users, but that could soon change. Samsung, for one, says on its website that Galaxy AI features «will be provided for free until the end of 2025 on supported Samsung Galaxy devices.» Apple is also expected to eventually start charging for some of its AI-powered iPhone features. You’ll also need to pay to unlock Gemini’s full power across Google’s apps. Amid so much subscription fatigue, that could be a tough sell. Half of people surveyed say they’re not willing to pay extra money to access AI features on their phone. That’s up 5% over last year.

Privacy is a growing concern as AI expands its reach across our devices. Just over 40% of smartphone users are worried about privacy when it comes to using AI on their smartphone, up 7% from last year. And that’s largely irrespective of age; boomers are the most concerned (45%), but concern from Gen Z (41%) and Gen X (41%) is also notably high.

That’s not to say everyone’s dismissive of AI on their handset. Fourteen percent of people say they find AI features helpful and are excited to tap into more of those capabilities on their phone. Gen Z (25%) and millennials (16%) express the most interest in using AI on their smartphone.

Smart assistants get an AI assist, but it’s not enough

Smart assistants are one way tech companies are hoping to make AI your everyday companion. Gemini on Android phones is increasingly capable of handling more tasks, from brainstorming to carrying out functions within apps. Apple also has plans to use AI to supercharge Siri, but that rollout has been delayed indefinitely.

According to CNET’s survey, 61% of iPhone owners use Siri, while 41% of Pixel owners use the Gemini assistant. Just 10% and 9% of Siri and Gemini users respectively say they call on the smart assistants every day. As AI becomes more capable and as companies further promote those abilities, it’ll be interesting to see whether those interactions increase.

Interest in skinny phones is also slim

AI isn’t the only marketing tactic consumers aren’t buying into. Despite recent slim phone releases like the Samsung’s Galaxy S25 Edge and rumors about a skinny iPhone 17, just 7% of respondents said a thinner phone would motivate them to upgrade.

Still, companies are likely to use the fresh form factor to try to rake in more dollars. At this year’s Mobile World Congress, thin phones like the S25 Edge and Tecno’s Spark Slim phone concept stole the spotlight. And Oppo’s Find N5, which came out earlier this year, is marketed as the «world’s thinnest book-style foldable.» CNET’s survey suggests most consumers aren’t swayed by those eye-catching designs, but we’ll see if perceptions change if and when a skinny iPhone comes to fruition.

Methodology

CNET commissioned YouGov Plc. to conduct the survey. All figures, unless otherwise stated, are from YouGov Plc. The total sample size was 2,201 adults, of whom 2,129 own a smartphone. Fieldwork was undertaken May 13 to 15, 2025. The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 18 plus).

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How to Tell if Someone Else’s Apple AirTag Is Tracking You

These settings can help make sure your iPhone alerts you to unwanted location trackers.

The biggest benefit of Apple’s AirTags is that they help you find your belongings, whether you’re looking for lost keys or keeping track of your luggage while traveling. But AirTags can also be used to track you without your knowledge.

AirTags work by combining built-in sensors, wireless signals and Apple’s wide Find My network to let you keep tabs on your valuables. If you ever lose your wallet with an AirTag inside, for example, you can use the Find My app to locate it on a map, have it play a sound to help you find it nearby, or mark it as «lost,» which allows other Find My users to help you find it.

One of the biggest complaints about AirTags, however, is that someone with malicious intent could easily slip one of the tiny tags into your bag and then track your movements without your consent. Multiple people have reported AirTag-related stalking incidents where the victims didn’t know the trackers were placed on them until much later.

Apple and Google (Android users have their own choice of Bluetooth trackers, such as the Moto Tag, which works with Google’s Find Hub) have since collaborated on an industry standard that alerts the user if a device is being used to track them without their knowledge. Thanks to this collaboration, Android users will be able to know if an AirTag is being used to track them, too.

Apple, for its part, has also made some changes in the past few years that improve the ability to detect an unwanted AirTag. In the initial rollout, an AirTag would make a sound three days after it’s separated from its paired device. Now, that duration is 8 to 24 hours. If you have unwanted tracking notifications enabled (which we’ll get to below), you’ll receive an audible alert.

We should note here that the new AirTag is 50% louder than the first-generation model, and would therefore be theoretically better at alerting you to the unwanted AirTag. Apple has also said that the speaker on the second-gen AirTag is harder to remove than on the first-gen model, in case bad actors try to remove it.

Detecting unwanted trackers

To be able to detect unwanted trackers, first enable unwanted-tracking notifications. For AirTags or other Find My accessories, these pop-up notifications (e.g., «AirTag found moving with you») are available on devices with iOS 14.5 or later. For other Bluetooth tracking devices, these notifications are enabled on iOS 17.5 or later.

You should enable Location Services, Find My iPhone, Bluetooth and Allow Notifications. Here’s how:

Head to Settings, then Privacy & Security, then Location Services and toggle it on.
After that, head to Settings, then Apple Account, select Find My and turn Find My iPhone on.
To enable Bluetooth, go to Settings, then Bluetooth and turn that on.
Then go to Settings, then Notifications, scroll down to Tracking Notifications and toggle on Allow Notifications. Make sure airplane mode is off, or you won’t receive tracking notifications.

What to do when you get the tracking notification

If you do get a notification like «Unknown tracker alert» or «Item detected near you,» you can try to find the unwanted AirTag by tapping it. Tap continue and then tap Play Sound or tap Find Nearby to locate the AirTag in question.

If it doesn’t play a sound or you’re unable to find it, the item may no longer be on your person. Apple suggests checking your other belongings or the area around you, just in case. If you want to review the notification at a later time, you can open the Find My app, tap Items and then tap Items Detected With You.

Be aware that there are often «false positives,» when notifications are triggered when someone nearby has a tracker on them. If you’re traveling on a train, plane or bus, waiting in line or seated in a public space, a mistaken tracking alert could stem from glitches or high-density Bluetooth environments.

If you get an alert, though, it’s always a good idea to take it seriously and investigate what might be causing it.

If you do find an AirTag that doesn’t belong to you, hold the top of your iPhone near the tracker until you see a notification. Tap it, and this will launch a website that provides information like its serial number, the last four digits of the phone number or a blurred-out email address of its owner. If the AirTag is marked as «lost,» you may see a message with instructions on how to contact them.

If you’re concerned that the tracker is being used to monitor your movements and location, Apple advises taking a screenshot of the information above for your records. You can then disable the AirTag by pressing down on the back of the AirTag, turning it counterclockwise to remove the cover and removing the battery.

Of course, before making any of these changes, it’s important to come up with a safety plan, especially if you’re afraid you’re being tracked by a current or former abusive partner. Contact your local law enforcement if you feel like your safety is at risk, or the National Domestic Violence Hotline 800-799-SAFE (7233).