How Carriers Are Trying to Sell Consumers on 5G

Surveys show people are largely reluctant to switch as enticing use cases remain elusive

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When the iPhone 12—Apple’s first device to offer 5G compatibility—hit markets last fall, it was heralded as a turning point for mainstream awareness of the next generation of wireless coverage. But the year since has seen little change in consumer enthusiasm for the new service, various polls and other data show. What’s more, this year, some reviews of the latest iPhone 13 mentioned 5G only to note its drain on battery life.

The slower-than-expected adoption speaks to 5G’s current state in limbo.



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This story first appeared in the Oct. 11, 2021, issue of Adweek magazine. Click here to subscribe.