Don’t sleep on the Google Pixel: The iPhone could be dethroned

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Two years ago, when I switched to the iPhone after a series of disappointing experiences with Google Pixel phones, I didn’t think I’d be tempted to go back anytime soon. At the time, the state of Google’s hardware was in such a mess, I was pretty sure a shutdown was inevitable.

Fast forward to today, however, Google has breathed new life into its Pixel ecosystem. After weeks of using the new Pixel 7, I’m having second thoughts about my less-than-optimistic perception of Google’s future trajectory. Is the search engine giant finally becoming the formidable opponent to Apple that it initially set out to be?

Google’s Pixel as a response to the success of Apple’s iPhone and the uncertainty at Samsung

When Google first introduced the Pixel, a premium flagship from the same company that makes the underlying Android operating system, its intentions were obvious. Apple got an unprecedented head start with the iPhone by developing both the software and the hardware under its own roof. While Android has held more global market share than iOS since mid-2012, the iPhone reigns supreme in the US, and Android’s success has always depended on Samsung and others. With the threat that Android OEMs, especially Samsung, could create competing operating systems, this was all a recipe for Google to feel vulnerable despite Android’s market dominance.

iPhone 5, 2012 (Image credit: Shutterstock)

Google couldn’t afford to let Apple establish a dominant market share worldwide as Google depends on revenue generated from Android and iOS search. Apple could exploit that monopoly to dictate the terms of any deal and ultimately build its own advertising and search platforms, biting into Google’s yields. And without its own hardware, Google would have no choice but to play by Apple’s rules.

While the original Pixel and Pixel XL were well received and proved that Google could, thanks to its software prowess, build a true rival to the iPhone, it became clear that a key piece of the puzzle was missing: the internal hardware. Unlike Apple, Google was still outsourcing chips and this achieved it in later years with performance and battery life becoming signature critiques of the line. Without proper vertical integration, the Google Pixel faced an uphill battle, and all models flopped commercially, selling no more than a few million compared to the hundreds of millions Apple and Samsung sell each quarter. While Google’s in-house chip wouldn’t ultimately debut until 2021, the company recognized the need for it almost immediately with the project kicking off ahead of the Pixel 2’s 2017 release.

How Google can become a worthy opponent of Apple

The Pixel 6, unveiled late last year, marked the beginning of a new chapter in Google’s hardware ambitions. It was powered by Google’s first native silicon, Tensor, and while it was by no means perfect, it provided promise and momentum for Google to build on.

(Image credit: Google)

In 2022, Google went all in. It shut down its experimental, underperforming hardware designs like the Pixelbook and heralded a consistent and reliable ecosystem of devices from the ground up. Aside from the triumphant Pixel 7 series, which was hard for me to fault, Google unveiled its long overdue smartwatch, the Pixel Watch, launched a competitive pair of earbuds in the Pixel Buds Pro, an incredible value for money average. Pixel 6a range phone and announced an entry-level Pixel Tablet coming next year.

According to a report (opens in a new tab), Google CEO Sundar Pichai sees hardware as the best way to be “protected” from a changing mobile market. Pichai is reportedly concerned about Apple taking a significant stake from key Android partners like Samsung, which, in the event antitrust regulators break Google’s longstanding deal to make its default search engine on iPhone, could prove expensive.

For Google to lure buyers away from the Apple ecosystem, hitting the reset button and releasing a refined portfolio of products that share a common theme is critical to its success. Apple limits the compatibility of many of its devices only with its own devices and this is an obstacle for those interested in the Pixel 7 and want, for example, to replicate the experience of the Apple Watch Series 8 on Android. Sure, you can buy a pair of AirPods and use them with an Android phone, but once they realize what they’re missing out on by not owning an iPhone, it’s an easy switch. Even Samsung, over the years, has built its ecosystem to work best with a Galaxy smartphone.

Apple is resting on its laurels and Google is catching up

Google’s updated hardware push couldn’t come at a better time either. Apple appears to be out of ideas for the iPhone as much of the iPhone 14’s tone is based on outdated features or extreme cases. Additionally, the company should be committed to complying with Europe’s decision to force it to use USB-C on iPhones by 2024.

Left: iPhone 14; right: Pixel 7 (Image credit: Google/Future)

Google has already demonstrated the software feats it can build with internal silicon, and unlike Apple, which depends heavily on hardware to innovate, with Tensor the search engine company can push the limits on its phones with the software only. On the Pixel 7, for example, you can blur faces on your old Polaroids, set the phone to automatically mute background noise during a call when you’re in a noisy environment, and more. These features are not only useful, but they are also difficult to replicate, which will matter more and more as the smartphone market continues to become saturated.

The Pixel 6’s success has already propelled Google into the top five in North America, posting a 400% jump in sales. Google has told vendors it expects sales to double next year, and recently on an earnings call, Pichai said the company had its “best-selling week ever for the Pixel.”

More importantly, doubling down on Google’s hardware will keep Apple (and everyone else) from getting too comfortable, which will force them to come up with new and creative ideas for selling products every year.

Bottom line

Apple and its “walled garden” have never had a direct competitor and I’m glad Google is finally able to be. Of course, when it comes to any Google product, I still wouldn’t recommend getting ahead of yourself. However, Google seems better equipped this time around and is meeting the challenge with a more multi-year holistic approach instead of one-off launches and limiting its hardware strategy to just one distinct advantage like a smarter camera. I can’t wait to see how the new Apple-Google rivalry evolves in 2023 now that it looks like they’re on more equal footing and whether the latter does enough to threaten Apple’s ascendancy.

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