Consumers are more willing to accept price increases on specific products as a result of tariffsbut only within certain limits. Thats one upshot from the upcoming 2025 FutureBrand Index, which launches later this year and includes data shared exclusively with Fast Company.
President Donald Trumps tariffs are starting to make a mark on businesses and consumers, with Americans facing a cumulative increase in prices that will cost the average household some $2,700 in lost income, according to the Yale Budget Lab.
Some products will be worse hit than others: Clothing prices are expected to rise by 36% in the short term, while motor vehicle prices will rise some 13%, Yale predicted. And on a broad scale, experts have estimated that GDP could shrink by as much as 6% over the long-term as demand for goods and services dwindles.
Yet consumers may be more tolerant of price increases in some cases than they are in others, the FutureBrand Index found. In a survey of more than 3,000 professionals, it reported that a price increase of 20% appears to be the maximum before most consumers balk and look for cheaper alternatives.
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As far as we can judge, a maximum price increase of around 20%, driven by tariffs or changes in trade rules, is often acceptable when it is clearly explained and positioned within certain key factors, according to the report.
The 20% figure is a useful benchmark, but it’s crucial to recognize that, for humans, price is a feeling, said Jon Tipple, FutureBrands chief strategy officer. The perceived value, the brand’s reputation, and the public’s emotional connection all influence how that number is interpreted.
This means brands can exceed that threshold if they successfully reframe the narrative and enhance the overall experience, he added.
Should companies explain tariff price hikes? Probably
Digging deeper, how much more people are willing to pay varies substantially across industries.
For example, consumers are willing to accept a 25% increase in the cost of technology and software, but only a 20% hike in the price of food or alcohol before they consider shopping around.
Most people will tolerate a 22% rise in the cost of retail products (a category the index defines as a broad range of goods,) and a 21% increase in the automotive and manufactured parts categories.
Transparency and justification stand out in the index report as key to how consumers and businesses react to cost increases. If companies can justify hiking their prices, for example by making clear they are out of the companys control as in the case of tariffs, consumers tend to be more understanding.
That finding jibes with recent polling from Pew Research that found some 61% of respondents disapprove of the Trump administrations tariffsa sign that Americans do, by and large, understand that price increases are tied to external business factors.
In other words, consumers dont feel like businesses are simply trying to squeeze them purely for profit.
Critically, the index found that value preservation is essential; people are more willing to pay higher prices if quality, reliability, and service levels remain intact despite the trade-related challenges.
What this seems to suggest is that tariff-induced price increases are somewhat psychological. If businesses can successfully tie a cost hike to higher duties or other things beyond their control, then at least some customers will take it in stride.
The U.S. is the only country in the world where foreign tourism spending is set to decline in 2025 compared to last year: A recent report from the World Travel & Tourism Council predicted a drop of 8.2% from 2024, a clear indicator that the global appeal of the U.S. is slipping, according to the industry group, driven by a sense that the Trump administration is hostile to foreigners.
Visits from Germans and Danes are down by double digits, while Canadian visitors dropped 37% this July compared to last July.
That reality has led some in the travel business to get creative.
Enter ResortPass, a platform that allows anyone to experience all the perks of a luxury hotel without staying the night. It works with 2,000 hotel partners, including major U.S. chains from Kimpton and Hilton to the Ritz-Carlton, to offer amenities like pool access and spa passes to staycationers.
Hotels have realized they need to figure out ways to monetize other parts of the hotel, said CEO Michael Wolf.
The revenue that we send hotels is incredibly high margin, because there’s such low variable costs, he added.
The view from home
ResortPass takes a cut from each reservation. According to Wolf, the company has grown exponentially since he took the reins three years ago. And he said that its local dayguests or daycationers who are driving the most business: 87% of business in New York, 86% in the Bay Area, and 81% Los Angeles is from locals.
Thats because while more international travelers are staying away, more Americans are also staying put.
Forty-six percent of Americans planned a summer vacation this year, a steep drop from 53% last yearwith almost two-thirds stating its because they cant afford it.
Fervor for revenge travel, a post-pandemic trend where holidaymakers made up for lost time with ambitious trips, has faded. In turn, working Americans are unlikely to even take all their vacation days; some 78% do not use all of their paid time off.
Instead, consumers may be more drawn to indulge in short-term self-care, such as taking a day to rest and recharge, to lie by a pool or get a massage to help avoid burnout.
And if you already live within transit distance of the hotel, even better: For example, a New Yorker can hop on the subway and hit the rooftop pool at the William Vale in Brooklyn.
At the same time, hotel prices have surged in recent years; the average price of a New York City hotel room in September 2024 was $417, the highest monthly rate ever recorded.
And hotels are keeping room rates high despite the lack of guests; ResortPass allows these establishments to generate an untapped stream of revenue from parts of the property that are already catering to overnight guests.
Wolf says its akin to how airlines have (unpopularly) increased fees for amenities that were already present, such as add-on drip charges for seat selection or more legroom. The difference is [our] users love it, he says.
Neighbors have purchasing power
ResortPass has found that local day guests spend more during their brief staysat least double that of overnight guestsand tend to return to the property and recommend it to friends.
If youre a day guest, by definition the premise of your day is to come and spend all day enjoying that hotel, Wolf said.
Its helped vacation meccas like Las Vegas, he said, which saw tourism decline for a sixth consecutive month in July. Its one of ResortPasss best-growing markets, with hotels able to fill up underutilized cabanas and daybeds.
ResortPass is bullish about the future even if the post-Labor Day weather is too chilly for pia coladas by the pool. Fall merely brings a different set of opportunities for customers, Wolf said, like cozy spa days and saunas. There’s an extra level of serendipity, he said, because you didn’t even know you could do this thing.
The Walt Disney Co. will pay a $10 million fine to settle a Federal Trade Commission lawsuit alleging it allowed personal data to be collected on kids under 13, violating federal law.The FTC said Tuesday Disney violated the Children’s Online Privacy Protection Act, or COPPA, which requires kid-oriented apps and websites to get parents’ consent before collecting personal information of children under 13.According to the complaint, Disney failed to properly label some videos that it uploaded to YouTube as “Made for Kids.” The mislabeling allowed Disney, through YouTube, to collect personal data from children under 13 viewing child-directed videos and use that data for targeted advertising to children, the FTC said. That’s because, since the videos weren’t labeled as being for kids, they included targeted advertising.Representatives for Disney did not immediately return a message for comment.Google, the parent company of YouTube, agreed to pay $170 million in a similar settlement in 2019.
Associated Press
Japanese carmaker Toyota said on Wednesday it will invest 680 million euros ($792 million) on a new production line in the Czech Republic to make a battery electric car.The line will be built with a government incentive of up to 64 million euros ($75 million) to expand Toyota’s existing plant in Kolin, around 50 kilometers (31 miles) east of Prague, the Czech government and the company said in a joint statement.It will become the first Toyota plant to produce battery electric cars in Europe.Prime Minister Petr Fiala said the new line will create another 245 jobs at the factory that already employs 3,200 people.Toyota did not disclose details of when production would start or of the model.The world’s top automaker currently makes Aygo X and Yaris Hybrid models at the plant, which made over 225,000 cars last year.
Associated Press
If theres one thing that digital platforms really dont want, its you giving login details to people outside of your household.
The past few years have seen Netflix, Disney, and HBO Maxto name a fewcrack down on password sharing with anyone who doesnt live under your roof.
Now, Amazon has joined them.
The Seattle e-commerce giant is ending its Prime Invitee program as of October 1 and is offering up the Amazon Family plan in its place.
What’s the difference between Prime Invitee and Amazon Family?
The former allowed Prime subscribers to share their free shipping benefits with a select number of individuals outside their abode.
By contrast, the Amazon Family plan is restricted to people living in your household. It will allow you to add one other adult who shares your address and four children.
The plan also includes four teen accounts, but those accounts must have been created before April 7 which is when Amazon discontinued its teen program.
These individuals can access benefits including free delivery on Prime eligible items, Prime Video (with ads), Amazon Music (ad-free on shuffle mode), and other content like audio books and games.
Like its fellow tech companies, Amazon is angling for a boost in subscriptions. The announcement comes just as Reuters reported Amazons Prime signups failed to meet last years numbers or current targets ahead of Julys Prime Day event. Amazon told Reuters that its membership numbers continue to grow, but didnt provide figures.
Fast Company has reached out to Amazon for comment and will update this post if we hear back.
Last August, a federal judge issued a historic ruling against search giant Google: The company engaged in monopolistic behavior when it offered payment to be the default search engine on tech platforms owned by other companies.
Months later, the historic antitrust verdict led the Department of Justice (DOJ) to seek numerous possible remedies against Google, including limiting the companys ability to enter into paid search deal agreements and selling off its Chrome browser.
But yesterday, the federal judge overseeing the case issued his remedies, which manyincluding those on Wall Streetsee as a win for Google, as the company has been allowed to escape the harshest consequences.
As a result, shares in Google and Apple are up in premarket trading on Wednesday. Here’s what you need to know:
Whats happened?
Yesterday, the U.S. district judge presiding over the DOJ’s long-running antitrust case against Google issued remedies that the company would be liable for. And many industry watchers and legal experts say Google got off much better than it could have.
After the same judge, Amit Mehta, ruled last August that Google engaged in monopolistic behavior in several aspects of its search business, the U.S. Department of Justice proposed several possible remedies, including:
Selling off its Chrome web browser
Selling off its Android operating system
Barring Google from entering into preferred search agreements with third parties
If Google were forced to sell off Chrome and Android, it would lose control over the software that billions of people across the globe use to interact with the internet, the companys services, and its search tools.
This impact would also greatly harm Google’s search business, and any new owner of Android and Chrome likely wouldnt keep Google as the default search engine of the software.
Barring Google from entering preferred search agreements would have also greatly affected the companys advertising revenues, as that DOJ provision would have forbidden Google from paying third parties, such as Apple, to make Google the default search engine on other companies devices.
That remedial provision would have also significantly hurt the revenues of Samsung and Apple, with which Google has preferred search deals. The company reportedly pays Apple a staggering $20 billion a year to be the default search engine on the iPhone.
DOJ ‘overreached’
Yet none of these DOJ-proposed remedies will be levied against Google, Mehta revealed yesterday.
Google will not be required to divest Chrome; nor will the court include a contingent divestiture of the Android operating system in the final judgment, the decision stated, as noted by CNBC.
It went on to say that the DOJ overreached in seeking forced divestiture of these key assets, which Google did not use to effect any illegal restraints.
At the same time, Google didnt get off scot-free.
Judge Mehta said that while the company can continue to make payments to preload its products on third-party devices and services, it is not allowed to enter into exclusive contracts that bar those third parties from offering other search options.
This means Google can continue to pay Apple billions to have its search featured on the iPhone.
Announcing this decision, the filing stated (via CNN), Cutting off payments from Google almost certainly will impose substantialin some cases, cripplingdownstream harms to distribution partners, related markets, and consumers, which counsels against a broad payment ban.
The judgment also requires Google to share search data with rivals.
How have Google, Apple, and the DOJ reacted?
Despite walking away relatively unscathed, Google has taken issue with the remedies that the judge did levy against it in a statement published to its blog.
Now the Court has imposed limits on how we distribute Google services, and will require us to share Search data with rivals, the statement read. We have concerns about how these requirements will impact our users and their privacy, and were reviewing the decision closely. The Court did recognize that divesting Chrome and Android would have gone beyond the cases focus on search distribution, and would have harmed consumers and our partners.
The Department of Justice framed the ruling as a win, despite the agency not seeing its major proposed remedies adopted by the court.
In the statement on the ruling, the DOJ said that the courts ruling recognizes the need for remedies that will pry open the market for general search services, which has been frozen in place for over a decade.
The agency also said that the ruling recognizes the need to prevent Google from using the same anticompetitive tactics for its [generative artificial intelligence] products as it used to monopolize the search market, and the remedies will reach GenAI technologies and companies.
Apple has not issued a public response to the ruling, though in late 2024, the company filed a motion to support Google in the antitrust casea request Mehta ultimately denied. Fast Company reached out to Apple for comment.
How has Google stock reacted?
Its not hard to guess how the stock price for Googles parent company, Alphabet (Nasdaq: GOOG), reacted after the company avoided the harshest proposed consequences of the antitrust verdict.
GOOG shares are currently trading up above 5.6% in premarket trading as of this writing. Currently, GOOGs stock price is $224 per sharea high for the year.
Before Alphabets share price jump after the ruling, GOOG shares were already up more than 11% for the year as of yesterdays close. Over the past 12 months, GOOG shares have risen more than 28% as of yesterdays close.
How has Apple stock reacted?
While Alphabet shares are seeing the most benefit from yesterdays ruling this morning, Apple stock (Nasdaq: AAPL) is also benefiting.
As of the time of this writing, in premarket trading, AAPL shares are currently up over 4% to $239. Thats the highest price they have seen since March, before they got pummeled by Trumps tariff orders.
Before this mornings 4% jump, AAPL shares were down more than 8% for the year so far, as of market close yesterday. Over the past 12 months, AAPL shares were up a paltry 0.3% as of yesterdays close.
One of the most powerful buttons on your phone is also one of the easiest to ignore.
Im referring to the humble “Share” button, a mainstay of both iOS and Android that unlocks all kinds of useful features. Beyond just sharing links and photos with other people, the Share button serves as a hub for all kinds of helpful shortcuts.
Even so, the Share button often feels undervalued, with some apps even hiding it out of sight. I know this because when I first wrote this column for my Advisorator newsletter subscribers, I got a bunch of emails from folks who never realized how useful the Share button can be. Lets take a few minutes, then, to appreciate everything it can do and optimize it for maximum efficiency.
Share button basics
Spot the Share buttons in Plexamp, Ivory, and Amazon [Screenshot: Jared Newman]
No matter which app youre using, think of the Share button as a way to send data elsewhere. Just tap the button, and youll get a menu of other apps (or even people) to share with.
Finding the Share button isnt always so simple, though. In some apps, the button appears as a box with an arrow pointing outwards, while in others it may resemble a set of dots with interconnected lines. You might also just see the word Share instead.
Certain apps even hide the full Share menu out of sight. In Instagram, for instance, you must hit the paper airplane icon at the bottom of a post, then hit the “Share via” button. Bluesky does something similar, making you hit a secondary “Share via” button after tapping the Share icon in a post.
Just know that if an app has shareable infowhether its a link, a photo, or a filetheres likely a Share button hiding somewhere.
Know what to share
Share menus on Android (left) and iPhone (right) [Screenshot: Jared Newman]
The Share buttons most basic use is sending photos or links to friends. From your photo gallery, for instance, hitting the Share button underneath an image lets you share it through other apps such as Messages or Facebook.
But beyond that, the Share button serves as a hub for all kinds of time-saving shortcuts. Some of my favorite examples:
Saving links from a web browser to a bookmarking app such as Raindrop, or to a read-it-later app such as Instapaper
Using the Contacts app on iOS or Android to pass along someones contact info in a text message
Sending an emailed PDF file to Notability for annotation
Copying shareable playlist links from music apps such as Spotify
Sending a file directly from email to a cloud storage service such as Dropbox or OneDrive
Using the iOS Files app or Googles Android Files app to send multiple files as email attachments
The possibilities are only limited by the apps youve installed on your phone, so try experimenting with the Share button in different apps to see what you can do.
Android users: Note that the full list of options may not appear when you first hit the Share button. Depending on your device, you may have to scroll through the list and hit More to see all of your apps.
Pin your favorites
Pinning favorite apps on Samsung, Google Pixel, and iPhone [Screenshot: Jared Newman]
Once youve found some favorite apps to use with the Share menu, you can pin them to the beginning of the menu for faster access.
On iOS: Scroll to the end of the horizontal icon list, hit the More button, then hit Edit. Hit the + button next to any app to add it to your favorites, then use the button to reorder them.
On Android: If necessary, hit the More button until you see a full list of icons. Depending on the phone, you can either long-press an icon to pin it, or (on Samsung phones, for instance) hit the pencil icon and drag your favorites to the top.
Hide suggested contacts (iPhone only)
By default, the iOS share sheet includes a row of people to share with at the very top. If youre bothered by these suggestionsas I amyou can hide specific contacts or remove this section altogether.
Hide a contact: Long-press their pofile picture, then hit Suggest Less.
Hide all contacts: Head to Settings > Siri & Search (or Apple Intelligence & Siri), then look under Suggestions from Apple, and disable Show when Sharing.
Discover extra actions
Extra actions in the Share menuincluding a print function. [Screenshot: Jared Newman]
The Share menu isnt just a way to send data to other apps. It can also provide useful actions within the app youre already using. For example:
In Safari for iOS, the Share button is where youll find important browser features such as Find in Page and Add Bookmark.
Both iOS and Android let you print documents from the Share menu. Just look for the Print button when sharing from your web browser or apps like Google Docs.
Hitting Share in Chrome for Android lets you take a full-page screenshot.
Hitting Share in iOS Photos brings up options to turn an image into a wallpaper or Apple Watch face, or assign it to a contact.
On iOS, you can expand the Share menu even further with Shortcuts. For instance, installing CmlCmlCml adds an option to the Share menu on Amazons app to check an items price history, while this Shortcut takes the current web page and reads it aloud. Explore the Gallery section of the Shortcuts app for more ideas.
Note that on iOS, these additional actions can be reordered as well. Just scroll to the bottom of the list and hit Edit Actions, and you can pin your favorites to the top.
Faced with so many options, its tempting to just tune out the Share button entirely. But if you take some time to explore its intricacies, you might wonder how you ever got by without it.
This story first appeared in Jared’s Advisorator newsletter. Sign up to get more advice every Tuesday.
This fantasy football season, Aaron VanSledright is letting his bot call the shots.
Ahead of the NFL season, the Chicago-based cloud engineer built a custom AI draft agent that pulls real-time data from ESPN and FantasyPros, factoring in last-minute intel like injuries and roster cuts.
Using his background in coding and cloud computing, VanSledright spun up the agent in just a week with Anthropics Claude large language models. He also tapped Amazon Web Services tools, including the new Strands SDK, which helps developers launch agents with just a few lines of code.
“Let’s see how well the AI performs against other humans, because nobody else in my league is doing this,” he tells Fast Company.
In this Premium story, subscribers will learn:
How players are using AI to improve player selection and create balanced rosters
The off-the-shelf AI products that anyone can play with
Why even early adopters are leaving room for human decisions
VanSledright customized the bot for the quirks of his two-quarterback league (where each team must start two QBs) by designing a weighting system that values positions differently depending on how the draft unfolds: Stockpile skill players first, grab quarterbacks next, and then fill out the rest. The bot will stay active all season, offering weekly lineup projections. He hopes it will ease the pressureand the visceral angstof making his own picks.
Admittedly terrible at fantasy football, VanSledright wanted to see what would happen if he stripped the human emotion out of this season. Could AI outperform his own mind, gut, and memory?
“[League-mates] are going to show up with their emotion-based picks, maybe some facts based on projections and everything,” VanSledright says. “But it’s kind of all who you feel week to week.”
Hes not alone. As generative AI becomes more accessible, fantasy players are experimenting with DIY tools to optimize their teamsfrom chatbots that suggest sleepers to scouts that analyze rivals drafting habits.
Whether these experiments produce game-winning Hail Marys or just new scapegoats when the season goes south, one thing is clear: Fantasy football players are increasingly willing to let machines take on decisions long dominated by human bias.
“Like a scout sitting next to you”
Chatter about AI in fantasy football is picking up. Mentions of the topic across X, Facebook, Instagram, Bluesky, and Reddit jumped 728% year over year, according to the software firm Sprinklr. (Still, with only 14,000 posts in 2025, the conversation remains relatively niche.)
Ryan Laughlin, a longtime fantasy football fan, is taking a different approach: using AI to track and predict his competition. Combining his own machine learning model with historical data from Yahoos API and OpenAIs LLMs, Laughlinwho works in commerce payments at JPMorgan Chase while pursuing a computer science masters degree part-timeset out to analyze how his league-mates have drafted in past seasons.
The result is a draft scout that generates AI summaries of league players tendencies, showing who delays drafting quarterbacks and who prioritizes running backs. As Laughlin explains it: People often forget each managers style year to year. His tool is designed to feel like a scout sitting next to you, trying to help you win your fantasy week.
To test the concept, Laughlin spent a few hundred dollars on Reddit ads targeting fantasy football subreddits, inviting others to try it and share feedback.
“I’ve gotten actually pretty strong feedback from people who say it resonates with them,” Laughlin says. “Like they read their own profile and say it’s actually kind of true and kind of weirdly accurate. They don’t have objections to it, but people aren’t incentivized to share it because if you share with your league, you’re giving away the competitive advantage.”
AI in fantasy football isnt entirely new. Back in 2015, IBM Watson rolled out tools that crunched data from Twitter activity, coaching stats, football articles, and more. Today, IBM is in its ninth year of a partnership with ESPN. Its Watsonx platform now powers features like an “AI Weekly Preview” and data-driven categories suggesting which players to add, drop, or trade.
But now those tools are reaching scale. Roughly 13 million fantasy players use IBM features (up from 12 million last year), according to Kameryn Stanhouse, IBMs vice president of sports and entertainment partnerships. Behind the recommendations: 36 billion data points, from player stats and team performance to news coverage, media sentiment, and injury reports.
There are the typical stats that you’re getting that everyone has access to, Stanhouse says. But also the ability to use that unstructured data and be able to scan the web and understand what reporters are saying. If players are getting a lot of positive media sentiment there, we’re attributing value to those as opposed to others.”
“People treat AI as an Oracle”
Startups are also pushing into fantasy sports from other industries. Sourcetable, originally built for stock traders and hedge funds, now offers its AI-driven spreadsheet platform with features tailored to fantasy football. By pulling data from ESPN, Sleeper, and Yahoo, the tool enables deeper modeling and real-time insights. Founder and CEO Eoin McMillan sees potential to expand into other sports, though he acknowledges some trade-offs.
Maybe Im just nostalgic, but I do think we lose some excitement from the game as we move increasingly toward stats management, McMillan says. On the other hand, Brady and Belichick were clearly early at being disciplined on this game-manager-mode trend, and the results showed.
Others are building tools to rethink how lineups come together in real time. Phoenix-based data scientist Ben Jensen, for example, created a draft optimizer to help assemble a balanced roster during live draftssomething traditional player projections rarely address. His tool accounts for roster constraints, models hypothetical picks from rival managers, and reflects his personal preferences with tags ranging from strongly like to strongly dislike. It also simulates whether to take or wait on certain players.
Jensen notes that he used AI mainly for coding, not for decision-makin. That distinction, he says, prevents blind trust in a system with its own risks. Too often people treat AI as an oracle instead, and then get frustrated when it isnt a magic bullet, he says. To whatever extent I inform my strategies with AI, I still am accountable for the outcome.
Theres no other phone Id rather be using right now than Samsungs Galaxy Z Fold7and thats a problem.
Ive been a foldable phone appreciator for a while now, and a couple of years ago, I caved and bought a Galaxy Z Fold5 for my own personal use. The phone was far from perfect, but I loved being able to conjure a small tablet from my pocket to watch videos, read e-books, and multitask.
Two years later, it is really hard going back to that phoneor to any non-foldable phone, for that matter. Using the Fold7 on loan from Samsung has emphasized just how compromised those earlier efforts were, and it makes those prior shortcomings a lot harder to overlook.
Its a normal-size phone now
Unlike a lot of other reviewers, I never hated the narrow outer screen on Samsungs previous foldables. Compared with other large smartphones, that screen was easier to use one-handed, and I grew accustomed to only using it on the go.
[Photo: Jared Newman]
But yes, it is nicer having a foldable phone whose outer screen works in any scenario. The Fold7s 6.5-inch outer screen is about 8 millimeters narrower across than an iPhone 16 Pro Max, so the ease of using it one-handed isnt entirely gone. But unfolding it when Im on the couch or at the kitchen counter doesnt feel as much like a necessity.
The bigger deal, though, is the extent to which the Fold7 feels like a regular phone now. When folded shut, its 3.2 millimeters thinner than last years Fold6, and only about 0.7 millimeters thicker than an iPhone 16 Pro Max. Its also 12 grams lighter than Apples largest phone, and they just dont feel all that different anymore. You could even put a case on the Fold7 without adding insufferable levels of bulk.
The only other foldable phones that have reached this territory are ones you cant buy in the United States, like Honors Magic V5 and Oppos Find N5.
The inner screen isnt as weird
Samsung isnt making a big deal about crease improvements in the Galaxy Z Foldmaybe because it doesnt want to draw attention to the crease to begin withbut its far less pronounced now. Youll still see it and feel it under your fingers, but the indent is gentler and blends in better when the screen is on.
[Photo: Jared Newman]
Theres also one other major improvement that wont show up on a spec sheet: Compared with my Fold5, the inner screen of the Fold7 has less of a gap between the built-in screen protector and the bezels around the display. That gap is a dust magnet on the older phone, and it can quickly get kind of gross in there. That hasnt been a problem with the Fold7.
Multitasking is better
Like earlier versions, the Fold7 can run two apps side by side or in floating windows. This is especially handy for watching live TV while doing other things, like dealing with emails or browsing the web.
[Photo: Jared Newman]
But on the Fold7, Samsung added a new mode thats more about quickly switching between a pair of full-size apps. If you open the apps in split screen, then drag the divider almost to the edge of the screen, youll see a narrow glimpse of the other app, and you can tap on it to switch over. Its a lot easier than using clunky swipe gestures, and it feels sort of like having two apps open, side by side, on a much larger screen.
Its still a compromise
None of these improvements means that the Galaxy Z Fold7 is just as good as a regular phone in every way. Foldable phones have inherent size and cost constraints that continue to require compromise.
The main one, still, is camera quality. Yes, Samsung improved the Fold7s rear camera with a 200-megapixel wide-angle lens and larger image sensor, matching the S25 Ultra, but the ultrawide and telephoto lenses lack the same parity. (Limited optical zoom is the thing I miss most compared with other flagships.) Even with the main lens, the Fold7 struggles with motion in low lightI got a bunch of bad photos last weekend at an escape room with my familythough this may be more of a Samsung problem than a foldable one.
The Fold7s fingerprint reader also remains under the power button on the side of the phone. I dont see this as a major downgrade from under-display fingerprint readers, but it does take some getting used to. (Like other Samsung phones, the Fold7 offers face recognition as an unlock option, but its less secure than the iPhone and Pixel phone versions, with the possibility of being fooled by an image of your face.)
Then there are the little missing things, like S Pen support, dust-proofing, and Qi2 magnetic accessories. While Google added the latter two features to its forthcoming Pixel 10 Pro Fold, it made the phone thicker and heavier than last years model to accommodate them.
Phone makers will inevitably whittle away at these things. Honors Magic V5, for instance, works with a stylus despite being slightly thinner than the Fld7and its use of silicon carbon batteries shows how device makers could fit more tech in less space.
[Photo: Jared Newman]
And yes, the Fold7 costs $2,000, which is $100 more than last years Fold6. Subsidies from the major U.S. carriers can knock that price in half, but thats still asking a lot when theyre offering subsidized iPhone 16s and Galaxy S25s at no cost.
What Samsung wont tell you, though, is that the value of these phones drops like rocks on the secondhand market. The Fold7 only launched a month ago, yet its already selling for more than $600 under the list price in mint condition on sites like Swappa.
Thats probably the road Ill end up traveling when I send the Fold7 back to Samsung and find my two-year-old Fold5 unbearable by comparison.
A quarter-century ago, David Saylor shepherded the epic Harry Potter fantasy series onto U.S. bookshelves. As creative director of childrens publisher Scholastic, he helped design and execute the American editions of the first three novels in the late 1990s.
But when the manuscript for J.K. Rowlings fourth book landed on his desk, Saylor sat up straight: It was huge. Bigger, more complex and narratively intricate than virtually any storybook ever aimed at children.
I had to really think, he said in a recent interview. How are we going to typeset this book? How are we going to print a million copies? How are we going to get enough paper?
Bound and shipped, Harry Potter and the Goblet of Fire clocked in at a formidable 734 pages2.5 pounds. It was, of course, another in a series of massive hits that collectively spent a decade atop The New York Times Bestseller List, ensnaring both children and adults, including most of Saylors friends.
He jokes that until the advent of Potter, mostly no one cared that I worked in children’s books. As excitement for the series grew, friends would ask him when the newest installment was due . . . and what happens next?
Suddenly my job became important, he said.
But the book and its six co-volumes now serve another purpose: Theyre an eloquent proof point in an ongoing conversation in the publishing world: Are kids still reading books?
By the time Potter arrived, Saylor had lived through waves of predictions about the next extinction-level event to doom his industry. First it was TV, then video games. Before that it was radio and comic books, once derisively called the ten-cent plague.
I’m only slightly jaded by these reports, said Saylor, 65, only because people are always predicting that kids are going to stop reading, and that the end of publishing is near.
This time, it feels different.
Even as childrens publishing explodes with new talent and excitement from fans online, new distractions and diversions are precipitously driving down the share of young people who read for fun. Its a long-simmering problem that even the optimist Saylor acknowledges his industry must confront.
The reading class
Over the course of two generations, from 1984 to 2023, the proportion of 13-year-olds who said they never or hardly ever read for fun on their own time has nearly quadrupled, from just 8% to 31%.
During that time, the percentage of middle-schoolers who read for fun almost every day has fallen by double digits, according to surveys conducted for the National Assessment of Educational Progress, the test widely known as the nations report card: In 1984, 35% of middle school kids read for fun almost every day. By 2023, it was just 14%.
The phenomenon is part of a larger shift away from reading, research suggests: A new study from the University of Florida and University College London found that daily reading for pleasure has dropped more than 40% among adults over the last two decades, a sustained, steady decline of about 3% per year.
[Image: Courtesy The 74]
Findings like these have sparked fears that, after more than a century of steadily expanding literacy, reading is devolving into an act relegated to a small group of elites, a reading class that enjoys books while the rest of us see them as, in the words of scholar Wendy Griswold, an increasingly arcane hobby.
Its a strange and thorny problem that in some sense seems contradictory: If you followed around a young person for a day, youd likely see that she is reading constantly, but often in tiny fragments. In addition to school assignments, shes taking in a ton of atomized content: alerts, text messages, memes and social media posts. All those bits add up for sureone study found that the typical American reads the equivalent of a slim novel every daybut it isnt the same as sitting down to read a book.
For young people, thats having downstream effects, with NAEP reading scores slumping even before the pandemic and college professors increasingly reporting that students are uncomfortable tackling long reading assignments, let alone complete books.
Adam Kotsko, an assistant professor who teaches in the Great Books School, a discussion-based classics program at North Central College in Naperville, Ill., recently reported that his students are intimidated by any reading longer than 10 pages. They seemingly emerge from readings of as little as 20 pages, he said, with no real understanding.
Adam Kotsko [Photo: Courtesy Adam Kotsko]
That has put pressure on professors to design courses with feer readings: I got to a point where I was cutting to the bone so much that there wasn’t even enough to discuss in some class sessions, he said in an interview. It seems like the habits of sustained reading are not being taught in the first place, in some cases, and they’re just being replaced with nothing.
While COVID lockdowns took a toll on reading, the problem predates the pandemic. Many observers point to several possible culprits, including schools fraught approaches to reading instruction and two decades of test-driven K-12 school pedagogies, which often de-emphasize fiction in favor of short non-fiction passages.
This has all taken place amid the dawn of smartphonesthe iPhone turned 18 in Juneand the rapid, unregulated rise of social media. So Kotsko and his colleagues are careful not to place the blame on students shoulders, but on a schooling and media ecosystem they cant control.
We are not complaining about our students, he wrote recently. We are complaining about what has been taken from them.
Continuous partial attention
Gabriel Baez, 15, said phones are a big distraction at his South Florida charter school. As soon as teachers give students even a moment of downtime, the phones come out. Several teachers have begun requiring students to stash them in special pouches during class. No distractionsthat’s the only thing that I think helped a lot of us.
A sophomore, Baez said hes excited to read the science fiction thriller Ready Player Onea novel about, of all things, video games. He loved the 2018 Steven Spielberg movie, but said most days hes overscheduled and barely able to find a minute to open a book.
Gabriel Baez [Photo: Courtesy Gabriel Baez]
Hes in class from 7 a.m. to 2 p.m., then does homework until 5 p.m. Dinner is at 6 p.m., then he studies a bit more. From 7 to 8 p.m. its soccer training, then bed so he can wake up early and do it all again. I really don’t have time unless I decide to substitute something.
For many young people, school is what gets in the way of books.
Julia Goggin, 15, grew up reading books and loving them. She consumed the first few Harry Potter books unassisted in second grade and finished the series by fourth grade. She read a lot in middle school.
In high school? Not so much.
Like Baez, shes heavily scheduled, running cross country in the fall and track and field in the winter. Shes in her schools theater group, which means after-school rehearsals. Then homework. All of it leaves little time for reading anything aside from school assignments.
If a school is too overbearing about forcing kids to read a lot, it makes them not want to read for fun because it’s not fun anymore, she said. Because school isn’t fun.
A junior at a private high school in Wilmington, N.C., Goggin enjoys reading, but said her two younger brothers, eighth- and ninth-graders, dont. They never got into reading the same way I did when they were little. Since then, I guess, they’ve just played video games instead. That’s, like, all they do all day.
Over the years, she has noticed a change in herself: As a kid, she read for relaxation. But now all I want to do is scroll on TikTok, which is really bad, she said with a laugh. Now I have to be more conscious: Instead of going on my phone, I have to make the decision to read, which is different than before. When I was younger, it was just a default.
To be sure, young people in the U.S. are reading wordslots of words. Perhaps more than ever.
In her most recent book, the literacy scholar Maryanne Wolf noted that research from as far back as 2009 found that the average American reads what amounts to 34 gigabytes of information, or about 100,500 words, dailyfrom newspapers, magazines, books, games, messages and social media posts. For a bit of perspective, To Kill a Mockingbird, the Harper Lee classic, clocks in at about 100,000 words.
While all that grazing certainly adds up, Wolf said, its rarely continuous, sustained, or concentrated. Rather, those 34 gigabytes represent one spasmodic burst of activity after another.
She said the fact that young people are reading all those words should comfort no one. It means nothing. The inabilityor the unwillingnessto go deeper is whats more important. I think we have, really, a demise of deep reading, which for me is synonymous with critical thinking and empathy and the beauty of the reading act.
While the 20th century saw literacy rates in the U.S. climb steadily, technological developments such as movies, radio, TV and the Internet shifted modern culture away from reading and writing and toward visual and oral communication. One unintended result: at least two generations of young people who see books and reading as optional.
In the meantime, 65% of 8-to-12-year-olds now have an iPhone or other smartphone, according to a 2024 survey by the market research group YPulseand 92% of 8-to-12-year-olds are on social media, where theyre inundated with memes and short-form videos.
Carl Hendrick [Photo: Courtesy Carl Hendrick]
Carl Hendrick, a Dublin-born professor at Academica University of Applied Sciences in Amsterdam and co-author of the 2024 book How Learning Happens, accuses this generations parents of all but abdicating their responsibilities.
He likens smartphones cognitive disruptions to the health effects of cigarettes, recalling that he grew up in Ireland at a time when smoking was ubiquitous. You could smoke on busesyou could smoke on airplanes. You could smoke anywhere. We look back on that now with horror. And I think the same thing will be true of phones. Well go, How did we allow 11-year-olds to go onto social media?
Hendrick, who has emerged internationally as a leading advocate for improving classroom instruction via better understanding of learning science, said digital distractions are taking a toll, hijacking kids ability to engage their working memory on difficult texts and problems. That kind of laser-like focus, he said, is rapidly disappearing from our lives due to the weaponized distraction of social media. It’s at an extraordinary level of sophistication to try and grab your attention, he said.
In a recent Substack newsletter, he laid down the gauntlet: Solitude, slowness and sustained attention are no longer default states but acts of resistance. And as those conditions erode, so too does the possibility of the moral work that deep reading once quietly performed.
While social media sites are the latest offenders, the phenomenon is hardly new. In 1998, the sociologist and computer researcher Linda Stone coined the term continuous partial attention to capture the ways in which the first digital television networks allowed users to connect and be connected 24/7. She described a kind of early FOMO, or fear of missing out. But it also generated an artificial sense of constant crisis, a dopamine-generated high alert thats hard to extinguish.
By contrast, Hendrick said, giving oneself over to reading deeply, whether its literature, philosophy or any complex text, offers something more: a rehearsal for real life, and for the patience we need to deal with one another. It is a rehearsal in understanding before judging, listening before reacting, he wrote recently. This is not merely a virtue. It is a survival skill for a pluralistic, tolerant society.
Ironically, one of the big drivers of the discredited whole language movement was to foster a love of books and reading. But what educators missed at the time was that not teaching all kids to read proficiently at a young age meant reading became more and more laborious as they got older, since they couldnt handle more complex texts, said Holly Lane, director of the University of Florida Literacy Institute.
Nobody likes doing something that they’re not good at, she said. They may love the idea of reading, but they don’t like the act of reading.
That, to many observers, is the original sin of the reading problem: the nations uneven commitment to teaching reading in ways we now know are more effective, such as explicit phonics instruction, which systematically teaches students the relationships between letters and sounds. Other, less effective methods, such as whole language instruction, emphasize immersion in texts rather than attention to isolated skills.
Like many educators who are pushing schools to embrace scientific approaches to literacy, Lane is hopeful about improvements in states like Mississippi and Louisiana. But she worries that progress at the elementary school level will be wasted if educators cant help students at the secondary level develop the stamina to read longer, more difficult texts. Without that, she said, they wont develop into readers. When they leave high school, even if they can read, they don’t.
Others worry that the rush to teach phonics without attention to solid background knowledge will continue to yield disappointing results. Phonics instruction is trendy to care about right now, said Boston Universitys Elena Forzani, but its being enacted in pretty superficial ways that ignore student motivation. We’re teaching kids to read in a content and motivational vacuum, said Forzani, who directs the universitys Literacy Education and Reading Education programs.
In order to be able to read deeply, she said, students need many opportunities to enjoy, analyze, discuss and write about a text and the issues or problems it presents. But when she visits classrooms, she sees students reading short, disconnected popcorn passages with new topics every day, sometimes multiple times a day.
While more and more kids are getting the explicit phonics instruction they need at an early age, the vast majority are learning to read in a very isolated fashionthe focus is on the skills. And kids don’t care about that. Theyre humans, like the rest of us. You only want to learn a new skill if it’s going to do something for you.
Very good readersand voracious readers
When he visits schools to sign books, the Japanese-American writer and illustrator Kazu Kibuishi sees this in action. His popular nine-volume Amulet series of graphic adventure novels about siblings who must find their kidnapped mother, finds a rapt audience of dedicated fans.
I don’t really buy that kids are not reading anymore, because I see the opposite of that all the time, he said in an interview. I find kids to be very good readersand voracious readers.
But state-of-the-art digital entertainment has conditioned them to want more from their media. Their minds are encoded to get information as fast as possible, he said. They have to turn that off when they go to school.
An action-packed page from Kazu Kibuishis Amulet graphic novel series. [Image: Courtesy Scholastic Graphix]
Kibuishis publisher, Scholastic, has gone all in on graphic novelsSaylor, the creative director, even established an imprint dedicated to the gnre. Teachers and librarians regularly tell him that kids read them voraciously and repeatedly, until they fall apart.
Kibuishi said he creates comics that provide high-quality, dense information on every page, with fast-moving, high-stakes plotlines, rich illustrations and heightened emotions from his characters. His inspirations are the classic Marvel comics from the 1950s through the 1980s. Big ideas were baked into small spaces, he said.
Creators like Stan Lee and Jack Kirby put a tremendous amount of life experience into the slim stories, which he compares to little sponge dinosaurs that expand exponentially in water.
A self-described average student, Kabuishi found his calling in storytelling after reading Ernest Hemingways The Old Man and the Sea in high school. I read it pretty much in one sitting, he said. And when I was done with the book, I was transformed.
The words felt like pictures, and the book was so short, he said. It was the first time reading didnt feel like homework. I felt like I was on a fishing boat. I felt like I had just experienced the rise and fall of this fisherman’s journey with this fish. And it was so poetic. The little book felt so much bigger than any other book than I’d been asked to read in class.
The struggle to find such magic books is real, said Kelsey Clodfelter, a veteran English teacher at a Chicago public high school. She teaches students whose skills are often years behind where they should be by 10th or 11th grade.
When reading is hard for you, when it is literally difficult for you to decode words at the age of 16 or 17, reading is a very painful experience, she said. It’s also really embarrassing.
Kelsey Clodfelter [Image: Courtesy Kelsey Clodfelter]
Clodfelter, 35, who has a large TikTok following as “Mrs. C,” said Common Core reforms of the past decade essentially replaced book-length readings with short non-fiction texts designed to prepare students for the kind of reading theyll do in the real world. While it didnt prohibit longer reading assignments, it may have made it harder for many teachers to assign appropriate books.
And COVID, she said, really did a number on us in terms of the transactional nature of school, sending students the clear message that grades mattered more than learning, that standards in general were lowerand that nearly any effort was satisfactory.
The upshot, she said, is that shes working harder all the time to get kids through reading assignments: She often swaps classic texts for contemporary memoirs, such as I’m Glad My Mom Died by actress Jeanette McCurdy. She invites students to read silently in class for 20-minute stretches. She creates book groups, and even sits with them and reads passages aloud.
Students still won’t read the book, she said.
Nobody can learn this much
These days, even the most elite students are rebelling against reading.
Daniel Willingham, a longtime University of Virginia professor, said he has noticed lately that his studentssome of the most successful that the system producesnot only complain about long readings but about being asked to learn as much as I ask them to learn.
Like Clodfelter, Willingham believes the pandemic scaled back expectations that have yet to be restored.
Each year since 1985, he has taught an introduction to cognitive psychology course that has changed little in 40 years. Students read about a chapter a week, averaging 30 pages or so. A careful reading, he said, would require about four hours of work.
This is the first year since the pandemic [that] I’ve been hearing from students, This is an unreasonable expectation. Nobody can learn this much.
A leading authority on cognitive science in the classroom, Willingham suggests to his students that they consider different study strategies. Long an advocate for the importance of broad background knowledge in reading instruction, Willingham said hes actually cheered and optimistic that more educators are realizing the importance of a rich curriculum.
But he worries about the time young people spend onlinerecent research suggests that they now spend most of their waking hours in front of screens, he said.
That may be the biggest irony embedded in this dilemma: The Internet has seemingly decimated young peoples desire to read books, offering them endless distractions and opportunities to do somethinganythingelse.
But dig a little deeper and youll find it is also doing a lot of heavy lifting, making it easier than ever for young people to find great books and connect to likeminded people who want desperately to talk about them.
Daphne LaPlante, 25, a video editor in Austin, Texas, posts videos to TikTok, Instagram and elsewhere proclaiming her love of books. She got her start on the app in 2021, in her final year of college.
Daphne LaPlante [Photo: Courtesy Daphne LaPlante]
Scrolling on the popular video app, she realized that other young people were also hungry for conversations about books. One of her favorites, the fantasy novel Six of Crows, was being made into a TV show, she recalled and I had nobody to talk to about it. So she turned on her phones camera and hit record. Soon her videos began detailing what shed read eac month, and before long she was recommending books. After a while, publishers took note and started sending her advance copies of new titles.
LaPlante now has more than 40,000 followers on TikTok and over 30,000 on Instagram, and jokes that she has become a micro-influencer in the corner of the social media site known as BookTok. Born during the pandemic, it has become so influential that it has both crowned new hits and turned a few backlist books into best-sellers. One industry analysis suggests that BookTok has changed behaviors: In 2021, the year it started gaining momentum, book sales rose in the U.S. by 9%, to 825.7 million copies, the most since the research company NPD BookScan began tracking sales data in 2004.
I think a big part of getting people into reading is community, she said.
For the past year-and-a-half, LaPlante and a friend have also recorded a podcast called Rereading the Revolution, about their love for 2010s-era young-adult dystopian fiction, epitomized by The Hunger Games and similar titles. There are a lot of people, like me, who read those and were obsessed with them as a kid, she said.
I don’t want to eat the f***ing salad
If hed had a mobile phone 25 years ago, Hendrick, the Irish educator, might well have been on BookTok, forcefully recommending his favorite literature, history and philosophy books. He recalled getting lost as a young man in The Great Gatsby, reading it cover-to-cover in two days. He has since read and taught it many times, but wonders: If he was 16 now, what incentive would he have to read such a book, given all the social forces in teens lives? With so much easily attained dopamine via social media, video games, movies and elsewhere, why would anyone go through the effort?
He thinks about what books must look like to his six-year-old daughter. She can read, he volunteered. She’s really clever, but she just doesn’t want to because everything else is so . After considering it for a second, he finally said, She’s in McDonald’s and I’m telling her to eat the salad, and she’s going, I don’t want to eat the f***ing salad. There’s all these chicken nuggets. Why would I do that?
To bring back reading, he said, schools may very well have to do more than just improve instruction and reading stamina and find a few tasty books. Theyll have to get mobile phones out of classrooms, he saidactually, buying a phone for a 10-year-old should be outlawed, he said. Many states and schools, to their credit, are getting the message and banning phones for much of the school day. But they may also have to consider a back-to-basics approach that treats reading as an indicator of public health.
With cars, we mandated seat belts, he said. We mandated speed limits. It may be the case that we need to say, ‘Kids have just got to read for an hour in silence on their own. That’s just itin the same way you’ve got to eat certain vegetables.
In 20 years, Hendrick predicted, well likely discover that reading and, more broadly, deep cognitive focus, offer the same kinds of benefits as exercising or a balanced diet. We’ll look back on this decade, he said, with its easily attained dopamine, its endless mental chicken nuggets and distractions, and realize, We were weaponizing mental health problems.
A quarter-century ago, Hendrick recalled, after the Sept. 11, 2001, terrorist attacks, the novelist Norman Mailer was unequivocal when asked about their significance. He said, It’s going to take us 10 years to figure this out. Call in the novelists. His thing was, we need to get the writers in to make sense of this.
People, in other words, need books. No matter how advanced our digital media have become, nothing can replace the depth of understanding they afford.
For me, when I read Shakespeare or The Sound and the Fury or [James] Joyce, I was finding out what it meant to be alive, said Hendrick. My struggles were the struggles of other people. And I was learning about ethics and morality. Where are we going to end up without that?
This article was also published at The74Million.org, a nonprofit education news site.
