Big Tech or Big Brother? — We might own hardware, but our devices don’t really feel like they’re working for us anymore

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Daniel Rubino, Editor-in-Chief at Windows Central, recently noted that people used to be much more passionate about companies like Apple and Microsoft. A decade ago, fans actively debated and supported specific products – like choosing between the iPhone and Windows Phone, or the iPad and Surface. However, that level of excitement and strong opinion seems to have faded.

He argued that people are growing tired of constant new technologies and feel like companies are simply trying to maximize profits at their expense. He summarized this feeling with the statement: “We’re no longer valued customers, just sources of revenue, and many tech companies prioritize profit over our well-being.”

I have to agree – it often feels like the big tech companies – you know, Microsoft, Google, Apple, Amazon, Meta – spend more time trying to *sell* us on their latest products with a lot of hype, than actually delivering something truly innovative. It seems like they’re mostly driven by the need to release something new every year, even if it doesn’t really need updating.

Beyond simple preferences, many people struggle to connect with brands and devices like they used to. Once, our tech felt like a natural part of us, but now it often feels distant and separate – sometimes even as if it’s actively hindering us.

Hardware is no longer an extension of ourselves — it’s a separate entity

Picking up on what Daniel was saying, it’s not that people have stopped needing tech – honestly, who could live without it these days? It’s just…we don’t *get* excited about new gadgets like we used to, and I think there’s a good reason for that. We still *need* the devices, but the love affair is over.

I used to really personalize my gadgets – laptops, phones, everything. I’d tweak them until they worked *exactly* how I wanted, making them tools that did only what I told them to. The software stayed pretty consistent unless I changed it myself. In a way, those devices felt like an extension of me and my preferences, which made them easy to appreciate and enjoy.

But that stability and permanence are gone.

It often feels like we don’t truly own our modern devices anymore. While we may physically possess the hardware, the software – what makes it function – is constantly changing thanks to internet updates. These updates can significantly alter how we use and feel about our devices, making them feel less like our own.

Similar to how people say “you’ve changed” to create distance in a relationship, we often feel disconnected from technology as it evolves. It’s a common way to explain why we no longer connect with newer versions or platforms.

People usually start relationships or make purchases because they’re attracted to how something feels or how it affects them in the moment. But if that thing changes significantly over time, losing the qualities that initially appealed to us, our feelings can shift from positive to neutral, or even negative.

Updates to your devices could include features you don’t want or like. For example, a recent Windows update introduced a feature some people worried was a security issue. Or, your phone might receive an update that significantly changes how it looks and works, and you might not be able to revert to the older version.

Updates can sometimes cause problems with your devices. For example, after Microsoft released a security update in August 2025, some users reported that their solid-state drives (SSDs) stopped working. There’s always a risk that an update could remove features you like or negatively affect how your device is set up.

It’s true you can often adjust settings or find unofficial solutions to make devices work the way you prefer after updates, essentially restoring older features. However, this constant tweaking turns using technology into a frustrating fight instead of a smooth experience. Most people would rather simply switch to something else than deal with all that trouble.

There’s also the risk that a device you rely on will eventually stop receiving updates and support, like what happened when Windows 10 reached its end of life. This could mean you’ll need to find temporary security fixes or even replace the device altogether.

I may physically own my devices, but the internet means their functionality and purpose are constantly evolving and aren’t really mine alone.

Beyond just receiving updates and occasional changes, our devices often prioritize the profits of the companies that make them over our own needs. They act like a constant observer, tracking what we do so they can show us ads, social media content, and products we didn’t ask for. A good example of this is Windows 11, which now includes advertisements directly in its Start menu.

It’s a common frustration: companies claim changes to technology are meant to help *us*, but often they’re actually designed to benefit the company itself, pushing us towards certain products and restricting our choices.

It’s especially frustrating when people get really enthusiastic about new gadgets, then bombard you with notifications and promotions. It feels like they won’t stop trying to get you to buy things – and Amazon is a prime example of this.

Amazon is increasingly showing ads on its Fire TVs, even when you’ve paused a show. Prime Video now includes ads unless you subscribe to a more expensive, ad-free plan. And Alexa often interrupts to talk about new features when you just want a simple answer, like the weather. These tactics are annoying and make the products feel less valuable, leading to frustration instead of customer loyalty. Eventually, people may start to dislike their Amazon devices.

Often, today’s technology can feel less helpful and more intrusive, like something constantly present in our homes, subtly disrupting our daily lives. It’s frustrating when it feels like our devices are controlling *us*, instead of the other way around. There’s no point in sticking with – or getting excited about – technology that makes you feel that way.

Okay, I’ve said my piece – now it’s your turn! Do you feel like technology is less innovative or interesting now compared to a decade ago? If you do, we’d love to hear your thoughts in the comments below. Tell us why you feel that way!

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2025-12-26 17:10