• 5 min read
• Published on 25 July 2025
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Planned obsolescence creates predictable revenue by designing products with limited lifespans to ensure repeat purchases. Tech leaders drive predictable upgrade cycles through this strategy, boosting annual hardware and software sales. Investing in planned obsolescence shares may offer access to companies with stable revenue and strong brand loyalty. Key risks for investors include potential regulatory changes and consumer shifts toward more sustainable products.
View the full Basket:Planned Obsolescence
I have a graveyard of electronics in a drawer at home. A phone that became infuriatingly slow after a software ‘update’. A games console that can’t play any new titles. A printer that, I suspect, simply decided its time on this earth was done. It’s a common frustration, isn’t it? That feeling of being nudged, not so gently, towards buying the latest and greatest model. But what if this isn't just bad luck or shoddy manufacturing? What if it’s a deliberate, and frankly brilliant, business strategy?
To me, this isn't some shadowy conspiracy. It’s a cold, hard, and often very profitable, business calculation. The idea of selling a product that lasts a lifetime is lovely, but it’s a terrible way to build a recurring revenue stream. Why sell one washing machine every twenty years when you can sell one every five? This is the core of the replacement economy, a world where products are designed with a finite lifespan to ensure we all keep coming back for more.
View the full Basket:Planned Obsolescence
Some companies have turned this into a fine art. Take Apple. Every year, a new iPhone appears, with a slightly better camera and a new chip. At the same time, a software update often rolls out that, mysteriously, seems to make older models feel a bit sluggish. It’s a masterful one-two punch. The new model tempts you, while your current one gently pushes you out the door. It creates a predictable, almost subscription-like, upgrade cycle that investors find incredibly appealing.
It’s the same story in the world of gaming. Sony’s PlayStation consoles create clear generational divides. Once a new console is out, support and new games for the old one begin to dry up, forcing the hands of serious gamers. Electronic Arts does it on an annual basis. If you want the latest team rosters for your favourite football game, you have no choice but to buy the new version each year. It’s less a one-off purchase and more of an annual tax on being a fan.
View the full Basket:Planned Obsolescence
Of course, this is a high-wire act. There’s a fine line between encouraging an upgrade and alienating your customer base entirely. The court of public opinion can be brutal, and the spectre of environmental concerns looms large. How long can companies justify a model that creates mountains of electronic waste? Regulators are starting to take notice, with ‘right to repair’ movements gaining traction. A company that pushes its luck too far could face significant backlash that might harm its brand and, consequently, its share price.
Yet, from an investor’s point of view, the logic is hard to ignore. In a world full of uncertainty, a business that can reliably predict its sales for the next few years is a rare and valuable thing. These companies often have incredibly strong brands and loyal customers who are willing to go along for the ride. They have built ecosystems that are difficult to leave, creating a powerful moat against competitors. It’s a controversial strategy, but one that has underpinned the success of some of the market’s biggest names, many of which are found in thematic baskets like the Planned Obsolescence.
Ultimately, as long as technology continues to advance at a blistering pace, this cycle seems likely to continue. A two year old phone genuinely might struggle with the latest AI features. This gives companies the perfect cover. The obsolescence feels natural, even necessary. It’s a cynical view, perhaps, but in the world of investing, understanding the mechanics of what makes people spend their money, again and again, is a perspective that could prove quite useful.
View the full Basket:Planned Obsolescence
View the full Basket:Planned Obsolescence
View the full Basket:Planned Obsolescence
View the full Basket:Planned Obsolescence
View the full Basket:Planned Obsolescence
View the full Basket:Planned Obsolescence
This article is marketing material and should not be construed as investment advice. No information set out in this article be considered, as advice, recommendation, offer, or a solicitation, to buy or sell any financial product, nor is it financial, investment, or trading advice. Any references to specific financial product or investment strategy are for illustrative / educational purposes only and subject to change without notice. It is the investor’s responsibility to evaluate any prospective investment, assess their own financial situation, and seek independent professional advice. Past performance is not indicative of future results. Please refer to our Risk Disclosure.
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