Voice and fingerprint recognition, curved screens and even angry birds are not the first features smartphone buyers look for, according to a survey.
British mobile customers can spot a gimmick a mile off and are far more interested in features like battery life and reception when picking a smartphone, price comparison site uSwitch.com found.
More than half of those surveyed also said they never used voice control like Apple's Siri or Google Now.
However, companies behind smartphones rely increasingly in flash new technologies to make their product stand out in a crowded market, according to one consumer expert.
Ernest Doku from uSwitch.com said of the results:
Despite these advances in technology, classic features like battery life remain the most likely to chime with customers, with 89% of those asked saying that a long battery life would make them more likely to purchase a particular phone. Being waterproof and a zoom camera lens also scored highly.
The next generation iPhone is expected to be announced in September, complete with a host of new features, with possibilities ranging from a heart rate monitor to increased fingerprint scanner use.