Tech companies big and small now struggle to tantalize you with tech without telling you how much it will cost, or—hell—whether you can even buy it. The still-ongoing IFA 2025 tech conference in Berlin proved how merely shipping tech to the U.S. is more tenuous than at any time in the last few decades. From what I saw and heard both on the floor and off, it became clear that the era of plentiful, affordable, and cool shit will melt away in favor of an epoch of dull and ever-more expensive tech.

IFA’s timing lands early in September for tech companies to have the chance to promote their products before the holiday rush. It’s a big conference for European- and Asian-based companies, especially those that focus on smart home tech. For us journalists, IFA is also an opportunity to dive into

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