They should have asked me ...
Smartphones - like everything else invented in the 1980s - are now a mature market.
That means those that need already have.
Those that want can get an entry level model (either a noname, or a pre-owned one, if "second hand" is too declasse).
So any new devices are either replacements due to failure/damage, or a network-pushed upgrade (at no upfront cost).
All else is unicorn droppings.
Also, objectively, there's nothing you can do with a new smartphone that you can't do with a two year old one. Or (to put it another way) there's nothing in the last two years that requires an upgrade.
That's £100,000 of top-level research for you there.