On Thursday, in Brooklyn, Google (GOOG, GOOGL) will host an event to introduce its new Pixel 7 and Pixel 7 Pro smartphones and its first smartwatch simply called the Pixel Watch.
Discussions of how Google’s AI prowess results in superior hardware compared to rivals like Apple’s are likely to dominate the event. Furthermore, Google has an opportunity to demonstrate the value of its $2.1 billion acquisition of Fitbit in 2021 with the release of the Pixel Watch.
However, contrary to popular belief Google’s hardware strategy isn’t focused on either maintaining parity with Apple (AAPL) or increasing its sales lead over ecosystem partner Samsung. Instead, it is meant to demonstrate to companies around the world just how productive it is to combine the proper hardware and software.
According to reports, Tuong Nguyen, senior principal analyst at Gartner believes Google is in the lead regarding hardware damage. They aren’t creating hardware with the intention of creating hardware. The purpose is to advertise their own competence and proficiency.
What’s this? Users are attracted to Google’s services and can learn more about their habits and preferences through the company’s hardware. After all, Google will be able to better target you with advertisements the more information it can collect about your use of its features and your web searches.
Even though Google has been producing its own smartphones since 2010, the company still trails behind Samsung (21% of the global market share) and Apple (16%), according to data from Counterpoint Research.
As a result, not only does it benefit Google but also Samsung and the other Android manufacturers while Apple appears to be standing still, at least in terms of software.
Google Leads With Software
Google’s Pixel phones, even the older ones have always had the same overall performance. As far as individual parts go their cameras can’t compete with Samsung’s or Apple’s. Google’s software abilities are particularly impressive.
The 2018 introduction of Google’s Night Sight software for the Pixel’s camera stoked competition with its low-light photos. In subsequent years, Google has released other software capabilities such as calling features that automatically navigate phone center call lines for you and deeper integration with Google Assistant.
However, Google isn’t releasing these updates for Android-powered devices to show off to manufacturers like Samsung. The search giant would rather highlight Android’s capabilities. The Pixel line of devices from Google has been available for quite some time. AFP/Josh Adelson photo. (Photo by Josh Adelson/AFP/Getty Images credit should read )
Ramon Lamas, Mobile Devices. U.S. director of research and AR/VR at IDC, told Yahoo Finance, “It’s all about demonstrating what the Android experience can be like or the Wear OS experience in this way and in a way that they can all work together.”
In fact, Google isn’t the only business to take this tack. The Surface line of Microsoft (MSFT) is a prime example of a significant software distributor that also created custom hardware to showcase its wares. In an effort to showcase Microsoft’s capabilities, the company sells its laptops, laptop-tablet hybrids, foldable smartphones and hybrid all-in-one desktops at a premium price.
Except for the Duo, each of these PCs exemplifies how Microsoft’s Windows 11 operating system can complement minimalistic design language to produce a highly desirable personal computer. In addition, it was successful. The proliferation of sleek computers from manufacturers like Dell, Lenovo, HP and ASUS are in no small part due to the efforts of Microsoft.
In fact, the superficial appeal is not the only factor. Google’s Tensor chip is also factored in it was developed for use with the company’s AI-driven software.
‘It’s about being a role model for other vendors,’ Nguyen said. When it comes to Android, it’s the vendors themselves. My impression is that Google wanted to make a big deal out of the Tensor chip to demonstrate the need for a specialized AI/ML chip in consumer electronics.
To further elevate the Wear OS brand and inspire third-party hardware partners to consider how Google’s software and their own hardware can be used in novel and interesting ways, the Pixel Watch should follow the same formula.
More Data For google
Naturally, Google’s primary focus is on advertising. As a result, the Silicon Valley behemoth wants you to use as many of its services as possible so that it can collect enough information to better tailor it’s advertising to you.
It’s why Google preinstalls Google Maps, Gmail, Google Search and Google Assistant on Android devices made by other companies. Therefore, Google will have paid Apple between $8 billion and $12 billion by 2020 to ensure that Google continues to be the default search engine on Safari. Having those apps pre-installed on a user’s mobile device makes contacting them a breeze.
It’s a strategy to keep you as a Google customer for the long haul. Google wants to give you a reason to stick around, much as Apple does with its vast ecosystem of apps and devices.
I’m Rose Will, and I’m excited to share my journey as a content writer and graphic designer at Nog Magazine. It’s a unique role that allows me to blend my love for words and visuals seamlessly.
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