For phones I guess the extremes are some sweet spots.

* The ones that want their phone to be a more portable laptop get a flagship.

* The ones that through clumsiness or hard work destroy their phones want rugged ones.

* The ones that travel a lot want their phones to last.

* The ones who play music on the subway want the speakers to be loud so you can also hear it.

* The ones that don't want distractions get a dumbphone.

...

If you have several needs then you try to maximise in all the directions that you need. And this is why not everyone needs the same phone.

Work, what is work? Answering emails/messages from clients? Going into pages to enter some shipment data? Trying apps while being tied to a desk? Having it for emergencies while breaking rocks with a sledgehammer? Taking pictures for insurance claims? All of these have different needs.

Choose a target, one that is well defined, then sell them the phone. Otherwise people who are not the target will not like the phone, and people that are the target might not know that they are.

I agree.

The existing market has a flaw: there are dumbphones, but most apps user needs don’t work on them, and the phones on which the apps do work aren’t exactly “calm technology.”

I intend to target these people.