As indicated in earlier posts (see link overview below) it can be quite hard for consumers to judge the usability of a product while purchasing it, because usability is not an explicit product property such as the aesthetics, feature set or performance (e.g., battery time). But it may help to try out a product in the store. Unfortunately, in many stores it's nearly impossible to try out a product, because there are only non-functional demo's, the products don't work properly, or are (as in the picture) clamped in something that looks as if it came from SAW IV, as is pointed out in this article on losingcontext.com.

Choosing a wireless phone becomes a blind faith decision, based mostly on wireless provider, price, and a feature list. The advancements in mobile user interfaces have been quite pitiful, much of that could be attributed to the fact that customers really have no opportunity to compare shop. Not to mention that for the majority of people, once they purchase the phone they are locked in for two years with it.

Earlier posts on expected usability
> Stabilo 's Move Easy: High Expected Usability
> Expected Usability: All Buttons to the Back
> Quality Label for Universal Design