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From iPhone reviews to rice cookers: chip.de is no longer just a tech portal. Editor-in-chief Manuel Schreiber explains how the brand has evolved into a guide for everyday digital life – and why orientation matters more than ever.
When chip.de went online 30 years ago, the internet was uncharted territory for many. Computers were considered complex, and technology a niche interest. Content was aimed at people who wanted to dive deep: tutorials, technical background, detailed explanations. Technology needed explaining – and chip.de was the place to go.
Today, that has changed. Technology is everywhere: in smartphones, household appliances, streaming services and digital contracts. Almost every purchasing decision now has a technical dimension – often without us even realizing it. As a result, chip.de’s offering has broadened significantly: from mobile plan comparisons to product reviews for everyday use.
The questions have changed, too. Where technical depth once took center stage, users today are looking for clarity: Which solution fits my everyday life – and which doesn’t?
“Given the sheer variety of products, the need for orientation has increased dramatically,” says editor-in-chief Manuel Schreiber. chip.de has been responding to this need for more than 30 years.
For a long time, chip.de was seen as a niche brand. In hindsight, this had less to do with the brand itself and more with the era. In the 1990s, technology was still a marginal topic. With MP3 players, flat-screen TVs and later smartphones, technology became part of everyday life – and the demand for expert guidance grew accordingly.
At its core, chip.de has remained the same: independent testing, objective criteria and clear editorial assessment by the chip.de experts. These principles still apply today, albeit in new contexts. They now help guide everyday decisions – from choosing the right household appliance to selecting the best mobile plan.
The fact that chip.de now covers a broader range of topics is no coincidence. Its content reflects what users currently need. As Manuel explains:
“We don’t ask ourselves what fits chip.de – we ask where people need orientation.” Signals come from search queries, social media and market research. At the moment, there is particularly strong interest in topics such as health, prevention and longevity.
Millions of people visit chip.de every month. The trust they place in the brand after 30 years is rooted in repeated positive experiences. Those who make a good decision thanks to a test – or save money through a useful tip – come back.
“If our tests and advice help people avoid bad decisions and make the right ones instead, then we’re doing our job well. That’s how trust is built,” Manuel adds.
Looking ahead, this standard is becoming even more important. AI-generated content and fake websites are on the rise, especially on social media. Users are confronted daily with supposed tests, rankings and buying recommendations – often without any real product testing behind them.
“That’s why human expertise matters more than ever,” Manuel emphasizes. For this reason, chip.de deliberately relies on a professional editorial team: experts who test products, question claims critically, analyze results and take responsibility.
Whatever topics may emerge in the future, chip.de will be there to cover them – as a reliable partner in everyday digital life, right where decisions are made.
