Google makes solid hardware, so why aren’t more people buying its products?
In recent years, Google has refocused on improving its range and hardware quality. From thestellar Pixel 7 Proto the incredibleGoogle Pixel FoldandPixel tablet, Google has proven it knows how to make good hardware.
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Google’s smartphone market share is so pathetic that itdoesn’t appear on most worldwide smartphone market share graphs. Even in the U.S., Google corners a measly 2.28% of the market as of September 2022, and Samsung, by comparison, comfortably holds 30.11%.
Filtering out different smartphone brands is the only way to spot Google.
Only beaten by Amazon, Google’s smart speaker sales paint a brighter picture. Their global market shares are20.5% and 26.4%, respectively. Despite only selling500,000 Google Home devices in 2016, Google Home shipments are expected to reach 140 million in 2025.
Google Nest devices are high quality and competitively priced. A range of options suits multiple use cases. Compared to Echo devices, it’s hard to pick a winner between the two brands. It’s not surprising that their market shares are so similar.
Since the Pixel 7 Pro, you’re able to say much the same about Google’s phones. Compared to the Samsung Galaxy S23+, thePixel 7 Pro offers an affordable alternative. It’s a tough decision between the two flagship phones,although the Pixel 7 Pro’s camera is terrific. But as demonstrated in the above graph, it didn’t put a dent in Samsung’s customers.
Then we have the abandonment of the Pixelbook line, a series of products that, despite their premium design, struggled to find a market. While Google doesn’t release sales figures for its Chromebooks, the discontinuation doesn’t indicate they were a roaring success.
And thus, we come to the crux of the matter. Google’s lackluster sales aren’t to do with shoddy hardware. They’re because Google has struggled to decide what it wants its hardware to do.
Google’s hardware has lacked a firm identity
Google Nest products have found their place in the smart home market. All Android users can utilize their functionality, meaning Google can capitalize on what it does best, software. One of the best features of the Pixel 7 Pro, the camera, isexcellent, partly thanks to the software behind it. Android users can buy a Nest Mini andget it working in minutes. These devices are affordable, accessible, and work great. So why hasn’t Google applied the same philosophy to the rest of its devices?
The original Pixelbook was a bizarre device. It was $1,200 and offered premium hardware to match the cost. This clashed horribly with ChromeOS, a lightweight operating system that could run effectively on a $200 laptop. Later offerings like the Pixelbook Go were more appropriate platforms, but it was too late for Google as competitors produced better devices for less. Other manufacturers have createdpremium Chromebooks at the $1,000 mark since then, but this feels far more appropriate as they offer different Chromebooks at lower prices.
So what about Pixel phones?Despite a strong start, the Google Pixel lineup never properly broke into the smartphone market. With each subsequent iteration, Google never improved on its design enough to match the substantial strides made by Apple or Samsung.By the time the Google Pixel 4 was released,the phone’s shortcomings were becoming annoyingly consistent. Until the Pixel 6, these lackluster attempts felt like Google wasn’t taking its smartphone line seriously.
The Pixel 6 marked a watershed moment thanks to an eye-catching design and the innovative Tensor chip. TheGoogle Pixel 7 duo is more refined and gracefulthan the company’s 2021 flagships, and while they don’t innovate massively, that’s not a bad thing.Google has set its sights on a more modest future. The problem is that it may be too late.
Google is finally getting serious about its hardware
Companies like Samsung and Apple are reliable entities. There’s rarely a shock announcement, and you generally know what you get for your money despite the odd blip or two. Google is also reaching this point but struggling to compete.
For Google to grow its customer base, it must prove to potential customers that it knows what it’s doing. Therelease of the Google Pixel Watchwas underwhelming, indicating to consumers that, yet again, they’ll need to wait a few years for Google to hit its stride.
Future iterations of this ecosystem will do what the last six years couldn’t: Prove to customers that Google’s hardware is a reliable brand you’ll want to carry around in your pocket year after year. However, this takes time. Its competitors have had years to refine their strategies, so despite quality hardware, we estimate it will be many years before people buy its hardware in decent numbers.
Will Google’s newest Pixel lineup change the math?
Google is traditionally late to the party with everything, and theupcoming launch of the Pixel Foldproves this. Their hardware is also notoriously dodgy the first time around, so we’ll have to wait and see if Google can shake off its reputation this time.
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If you are looking for a new device at a midrange price, the Google Pixel 7a checks off all the boxes. It has a fantastic camera system, strong power, great software support, and good battery life. It may be midrange in price but feels closer to its flagship siblings overall.
Last year’s Google Pixel Fold may not have dazzled us on release, but the company has made many improvements to the device over time. Android 15 has the Pixel Fold running well, and it’s a fantastic deal for sub-$600 if you’re comfortable with a renewed device. It’s an excellent choice for picking up a foldable on a budget.
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