Heading into 2026, Microsoft, Google, Apple, and Amazon aren’t just losing momentum — they’re losing the fans who once championed them

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I’ve recently started getting previews of the products and technologies that will be showcased at CES 2026, the big tech show happening in Las Vegas next January.

There’s some great news regarding PCs – like Windows laptops and desktops! We’re expecting a lot of exciting new products this year from all the major tech companies. I’m eager to share more details as soon as we’re allowed, but even though Windows sometimes gets negative feedback, Microsoft‘s partners are doing fantastic work and building some truly impressive machines.

It’s striking how much the tech world has changed since 2015. Back then, people were excited and enthusiastic, but now there’s a lot more disappointment, skepticism, and just general exhaustion from the constant stream of new services – and let’s not forget the overuse of the term ‘AI’.

While tech enthusiasts sometimes had criticisms, their strong passion for the product meant they often acted as advocates and promoters, rather than just customers.

Windows Phone truly represented Microsoft’s high point in mobile. In fact, this website started almost 20 years ago (in 2007) to cover Windows Mobile, and quickly gained a loyal following. Even after Windows Phone ended, we still had the innovative Surface team led by Panos Panay, consistently delivering unexpected products. While some, like the Surface Book, Duo, and Neo, didn’t succeed, it often felt like those devices were simply too forward-thinking for their time.

As an analyst, I remember a really exciting vision from a few years back – a foldable device, something like a Samsung Z Trifold, but running a special version of Windows called Continuum. It felt like a glimpse into the future, and the idea was incredibly appealing – it was something we were all hoping to see by 2026.

Despite the improvements—the Surface Pro 11 and Surface Laptop 7 are truly the best versions yet—those past issues are now completely resolved.

The Windows Insider program, especially during the time Dona Sarkar led it while Windows 10 and Windows 10 Mobile were being developed (2016-2019), was surprisingly enjoyable, even though Dona often faced the strongest criticism from fans. Unfortunately, that era is over now.

Xbox is facing some serious challenges right now. Recent price hikes for Game Pass, combined with disappointing console sales, have left many fans feeling discouraged. To make matters worse, we’re seeing frequent studio closures and game cancellations, which is adding to the negativity.

This isn’t limited to Microsoft. Google and Android have lost their ‘cool’ factor – and it’s debatable if they ever really had it. Currently, the most exciting thing about Google is what Samsung is doing with foldable phones and the Galaxy line. As for Google’s AI efforts, they’re largely mirroring Microsoft’s, and they’re also harming online publishers. Google keeps changing its search results and the Google Discover feed, often prioritizing YouTube, which Google owns. It’s a strange situation!

Now that tech is used to track us, distract us, divide us, and drain our wallets.

Apple’s recent launch of the Vision Pro didn’t go as planned, resulting in significant financial losses. While they continue to produce quality devices, there’s a general sense of disinterest in their products. There’s hope they might regain excitement when they likely follow Samsung’s lead and release a foldable phone around 2026, but it seems Apple is currently lacking strong enthusiasm from its fanbase.

I don’t feel very enthusiastic about Amazon, despite how often I use it. While everyone seems to rely on them out of habit, their devices just aren’t very good. I was even considering buying the new Kindle Scribe Colorsoft, but they couldn’t even manage to ship it in time for Black Friday. Now, even though it was originally scheduled for release on December 10th, it won’t ship until after Christmas!

My feelings on this come from my long experience with the internet. I remember when tech was playful and competitive, built by people who simply loved what technology could do. Now, it often feels like technology is used to monitor us, keep us hooked, create conflict, and take our money. And the publishing world, especially with social media, has become entirely focused on profit.

Despite recent challenges, there’s a lot of innovation happening right now. Qualcomm is making a big impact on Windows, much like NVIDIA’s RTX cards did for gaming. Dell, Lenovo, and HP are all working on impressive projects – HP especially needs to bring back the Spectre line. Plus, handheld gaming PCs are quickly becoming incredibly powerful and promising.

Ultimately, the problem for 2026 is this: we’ve become simply people who buy things, rather than valued customers. Most tech companies now focus on maximizing profits from us, rather than building lasting relationships.

Eventually, it’s not about new trends anymore – it’s just that people are exhausted. They’re weary of the same old ideas, tired of marketing hype, and frustrated with promises of a bright future that don’t feel genuine.

Tech giants aren’t simply stumbling – their slowdown is happening because they’ve stopped exciting people.

I might be looking at the past with rose-colored glasses, so I’d love to hear your thoughts! Do you think technology was more enjoyable ten years ago? And do you think the days of passionate tech fans are behind us – and if so, is that necessarily a bad thing? Let me know in the comments and our poll!

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2025-12-22 00:40