“I don’t see any significant growth over the next few years,” Stryjak said. “Other companies have had a bit of getting things more durable, sustainable and repaired, and the key driver for consumers remains price and branding. FairPhone will have its loyal fan base, but I don’t see a big expansion anytime soon.”
“No one wants to pull a dead horse”
We came up with an idea to Fairphone that it might have to work with the same niche audience. “I’d say it’s nonsense, right?” Fairphone CEO Raymond Van Eck told Wired.
“I will never start with a company…if we feel like there is no potential. Fairphone is based in Amsterdam and Van Eck was appointed CEO in August 2024.
“We do have an intention to quadruple our addressable market over the next five years,” Van Eck said. The company also set a “double growth” goal only for the year. The obvious question: How?
Part of the Fairphone strategy can certainly be seen in Fairphone 6 itself. It has some neat ideas like the slider that puts the phone in the required mode. This reacts to the interface to help you get rid of interference such as social media.
Fairphones can say that there is no relaxing lifestyle perspective here. Promoting the company’s reinvention that began in early 2025, which includes bining the stiff, full hat company logo in exchange for something more friendly.
Fairphone Repair
Van Eck said it was about “change” in “change priority”, even if the device itself is at the extreme position, not the ethics it represents. “In the end, it also clarifies the Fairphone vision, as the reinvention provides us with a more friendly, approachable identity,” he said. “It’s a little less.”
The news is that Fairphone is not only an eco-warrior phone. Chief Technology Officer Chandler Elizabeth Hatton proposed that the image of the classic fair cell phone message may actually prove that some people are offensive.
“When we are marketing devices, we don’t lead that. Not in our advertising campaigns, not in our communications, nor in the way I want to convey to you,” Hatton said. “In some markets, this may become preaching. At the moment, this message resonates less. Some people feel panic, but are also completely exhausted by climate crisis or ethical issues.”
So…is it time to take off card style? This seems too blunt, as there is no indication that the Fairphone plans to dilute its standards. It just won’t be erecting them so openly.
Reject volume
“FairPhone was founded 12 years ago and was basically to address the social and environmental issues embedded in the electronics industry,” Van Eck said. “What we also see is that Fairphones are very much around telling this story…which means Fairphones are targeting a lower addressable market.”
This new approach also involves less bold things about AI and the like, because its environmental impact can be viewed as contrary to part of the old Fairphone message.
