Two years in the past, once I switched to the iPhone after a sequence of underwhelming experiences with Google Pixel telephones, I didn’t suppose I’d be tempted to return any time quickly. On the time, the state of Google {hardware} was in such disarray, I used to be nearly sure {that a} shutdown was inevitable.
Quick ahead to at this time, nevertheless, and Google breathed new life into its Pixel ecosystem. After weeks of utilizing the brand new Pixel 7, I’m having second ideas about my less-than-optimistic notion of Google’s future trajectory. Is the search-engine large lastly turning into the formidable Apple opponent it initially got down to be?
Google’s Pixel as a response to Apple’s iPhone success and uncertainty in Samsung
When Google first launched the Pixel, a premium flagship from the identical firm that makes the underlying Android OS, its intentions have been apparent. Apple gained an unprecedented edge with the iPhone by growing each the software program and {hardware} beneath its personal roof. Whereas Android has held a world market share lead over iOS since mid-2012, the iPhone reigns supreme within the U.S and Android’s success has all the time hinged on Samsung and others. With the risk that Android OEMs, significantly Samsung, may create competing working methods, this was all a recipe for Google to really feel susceptible regardless of Android’s market dominance.
Google couldn’t afford to let Apple set up a dominant market share worldwide as Google will depend on the income generated from search on Android and iOS. Apple may capitalize on that monopoly to dictate phrases of any offers and in the end construct its personal promoting and search platforms, biting into Google’s returns. And with out its personal {hardware}, Google would don’t have any alternative however to play by Apple’s guidelines.
Although the unique Pixel and Pixel XL have been nicely acquired and proved Google may, due to its software program prowess, construct a real iPhone rival, it grew to become clear there was one key piece lacking from the puzzle: in-house {hardware}. In contrast to Apple, Google was nonetheless outsourcing chips and that caught as much as it within the following years with efficiency and battery life turning into hallmark critiques of the road. With out correct vertical integration, the Google Pixel confronted an uphill battle, and all fashions flopped commercially, promoting no various million in comparison with the tons of of hundreds of thousands Apple and Samsung promote every quarter. Whereas Google’s in-house chip wouldn’t in the end debut till 2021, the corporate acknowledged the necessity for it nearly instantly with the challenge getting underway earlier than the discharge of the Pixel 2 in 2017.
How Google can turn out to be a worthy Apple opponent
The Pixel 6, unveiled late final 12 months, marked the start of a brand new chapter in Google’s {hardware} ambitions. It was powered by Google’s first native silicon, Tensor, and although it was not at all good, it offered promise and momentum for Google to construct upon.
In 2022, Google went all in. It shuttered its experimental, underperforming {hardware} initiatives just like the Pixelbook and introduced a constant, dependable ecosystem of gadgets from the bottom up. Other than the triumphant Pixel 7 sequence, which has been tough to fault for me, Google unveiled its long-overdue smartwatch, the Pixel Watch, launched a aggressive pair of earbuds within the Pixel Buds Professional, an unbelievable value-for-money mid-range telephone within the Pixel 6a, and introduced an entry-level Pixel Pill slated to reach subsequent 12 months.
Per one report (opens in new tab), Google CEO Sundar Pichai sees {hardware} as one of the simplest ways to be “protected” towards a altering cell market. Pichai is reportedly involved about Apple taking a big share from key Android companions like Samsung, which, within the occasion antitrust regulators break off Google’s long-standing deal to make its search engine the default on iPhones, may show pricey.
For Google to lure patrons away from Apple’s ecosystem, hitting the reset button, and releasing a refined portfolio of merchandise that share a typical theme is essential to its success. Apple restricts a lot of its gadgets to solely be suitable with its personal gadgets and that’s a hurdle for somebody who’s within the Pixel 7 and desires to, say, replicate the Apple Watch Sequence 8 expertise on Android. Certain, one should buy a pair of AirPods and use them with an Android telephone, however as soon as they notice what they’re lacking out on by not proudly owning an iPhone, it’s a simple swap. Even Samsung, over time, has constructed its ecosystem to work greatest with a Galaxy smartphone.
Apple’s resting on its laurels — and Google is catching up
Google’s refreshed {hardware} push additionally couldn’t come at a greater time. Apple seems to be working out of concepts for the iPhone as a lot of the iPhone 14’s pitch both depends on outdated options or excessive circumstances. Plus, the corporate’s anticipated to be busy complying with Europe’s determination to pressure it to make use of USB-C on the iPhone by 2024.
Google’s already demonstrated the software program feats it may possibly accomplish with in-house silicon, and in contrast to Apple, which largely will depend on {hardware} to innovate, with Tensor the search engine firm can push the boundaries on its telephones with software program alone. On the Pixel 7, for instance, you’ll be able to unblur faces in your previous polaroids, set the telephone to routinely reduce out background noises on a name while you’re in a loud surroundings, and extra. These options aren’t solely helpful, however they’re additionally tough to copy, which can matter more and more extra because the smartphone market continues to saturate.
The success of the Pixel 6 already pushed Google into the top-five slot in North America, recording a 400% gross sales bounce. Google informed suppliers it expects double the gross sales subsequent 12 months, and on an earnings name lately, Pichai stated the corporate had its “highest-selling week ever for Pixel.”
Extra importantly, Google’s doubling down on {hardware} will forestall Apple (and everybody else) from turning into too snug, which can pressure them to give you new, artistic concepts to promote merchandise yearly.
Backside line
Apple and its “walled backyard” has by no means had a direct competitor and I’m glad Google’s lastly ready to be one. In fact, on the subject of any Google product, I wouldn’t advocate getting forward of your self simply but. Nonetheless, Google does appear higher outfitted this time and is taking up the problem with a extra multi-year holistic method as a substitute of one-off launches and limiting its {hardware} technique to only one distinct benefit like a better digicam. I’m wanting ahead to seeing how the recent Apple-Google rivalry pans out in 2023 now that it seems like they’re on extra equal footing and whether or not the latter does sufficient to threaten Apple’s ascendancy.
