Google, the renowned American technology giant, has reportedly started to compete with smartphone sector major, Apple's close-knit ecosystem. Last week at Google's I/O developer conference, the firm unveiled a slew of premium products, including the long-rumored Pixel Watch, Google Pixel 7, and Pixel Buds Pro.
The Pixel 7, and its predecessor, the Pixel 6, were Google's attempt to introduce users to 'pure Android', which is the integration of software and hardware. Something that has made iPhone so popular.
Until now, third-party apps were Google's primary means of competing with Apple. Samsung's devices provided one of the most sophisticated Android experiences, as well as the most appealing premium Android watch. However, in comparison to Apple, both corporations have lacked control.
In 2021, Google and Samsung announced a partnership for Wear OS on the Galaxy Watch 4, but it wasn't until this February that the wearable received Google Assistant compatibility. The Apple Watch, on the other hand, has continuously been the best-selling smartwatch on the market, outselling the whole Swiss watch industry.
Google's latest announcement could well be the first step toward changing that, with focus on the Pixel 6, the tech giant could build its dominance in the industry just like Apple did with the iPhone.
Mike Sullivan, Google’s head of consumer marketing, UK, stated that the phone is the ecosystem's entrance point. The watch is also a fantastic addition to the ecosystem, and people knowing that there is an alternative for everything will be of further help.
However, hardware isn't always the most important consideration; software is as well. Apple's ecosystem is so famous because its main features only run with other Apple products, which is managed by Apple's stronghold on user data through the iCloud account.
Although the Android platform includes aspects that distinguish it from Apple and that some people prefer over Apple, Google's best features are limited to the smartphone and not the ecosystem. Sullivan states that the Magic Eraser is an ideal example, referencing the exclusive editing tool available only in the Pixel series.
In the end, smartphone hardware and software are a de facto duopoly, with either Apple and Samsung or iOS and Android dominating. Meanwhile, Google's Pixel presently holds only 2% of the smartphone market share.