My phone’s outer shell is made from plastic and a piece of thin glass. My car’s made of metal. If the car was made of carbon fibre it would be seen as premium and special, yet the new Samsung Galaxy S4 has been criticised for being made of plastic, because it’s not metal like the iPhone 5.
It’s not the first time the tech industry has had a metal fetish, in the seventies and eighties everything “premium” had to have a brushed aluminium fascia, then we went through the period where clear coloured plastic was fashionable, a fad caused in a large part by Apple again with the original iMac and its guts-and-all on show design approach. Sleek black plastic in exotic moulded shapes was the future. For a while.
Today it doesn’t matter how good quality the plastic, or more accurately in expensive phones, polycarbonate is the legions of gadget blog and mag writers and commenters will whinge that it feels cheap compared to the metal iPhone or new HTC One purely because it isn’t metal. The idea that metal is premium comes from the sense that it’s more resilient, like high-end granite kitchen worktops, and that it takes more effort, more craftsmanship to make, hewn from blocks of aluminium by bespectacled artisans. A CNC milling machine in reality is a little less romantic and premium.
The strange thing is that the metal phones are more prone to the screen cracking, easier to scratch and more likely to be permanently dented when dropped. But despite this and despite the fact that the plastics in even my sub-£100 phone feel solid and quality as far as I’m concerned metal is the thing to have. But it’s all image, until the iPhone gained a metal body no-one cared about it, there were plastic phones that felt sturdy and plastic phones that felt like they were made out of microwave meal cartons and the iPhone 3G was one of the former (for better signal strength). In fact many old phones had metal backplates that many people probably didn’t even think about. It’s also marketing, use a different material for the case, tell people its revolutionary and so much cooler and better and people will snap it up.
The next big thing? I’ve heard it’s going to be ceramic phones*, you know shiny, glossy, tough enamelled ceramics. It’ll be the thing to have. “Aluminium? The same stuff they make Coke cans out of? So cheap feeling, so cold, look at my new phone, it’s ceramic.”
(* – I may have imagined this.)