FROM PLANNED OBSOLESCENCE TO THE CIRCULAR ECONOMY IN THE SMARTPHONE INDUSTRY: AN EVOLUTION OF STRATEGIES EMBODIED IN PRODUCT FEATURES

Abstract Planned obsolescence can artificially increase sales by stimulating desire or perceived need. This be done in many ways and some companies are releasing newer models sooner than necessary engineering the product to fail after a certain amount of use. In recent years, we have observed change pattern planned strategies employed technological companies, shifting from aesthetic obsolescence. The reaction this model comes social enterprises grassroots movements addressing circular economy repairability. paper illustrates these relationships context, taking mobile phone industry as case study. We focus on architecture features, reference point discuss embodiment strategies, degree control consumer is given for repairing product. Using netnography method collect data digital-mediated environment, highlights how embedded characteristics summarises their evolution. It concludes opposing principles more sustainable pathways smartphone industry.