Today's episode examines the phenomenon of "unbundling the smartphone," arguing that the long-reigning mobile device is experiencing displacement as user attention and revenue shift to ambient and specialised devices. This shift is driven by five core forces, including the preference for context-specific interfaces (like voice in the car or glances on a watch) and the growth of sensors and silicon in everyday objects. The text details how time and budget are migrating across five key areas: Wearables, Connected TVs, Cars, Smart Homes, and PCs/Edge devices, each offering unique interaction models and monetization opportunities such as CTV advertising and hardware-attached subscriptions. Ultimately, this migration changes consumer behaviour toward fewer phone unlocks and more seamless, "ambient life" interactions, forcing businesses to adapt their design and measurement strategies away from mobile-only models.