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What is Google’s Strategy with Pixel?

Can Google Become the New Apple?

It seems like October 4th is going to be remembered as an important day for Google. The company’s new Pixel smartphone marks a new era for this tech giant, which seems to have decided to join Apple in its strategy. However, what this means is that Google is also fighting against companies which adopted Android and which were the company’s allies for a long time.

It has been clear for a while now how Apple managed to become one of the most valuable companies in the world, as well as why its iOS platform managed to score such success. This is because this company managed to tightly control both the hardware and software. This has resulted in an incredibly high level of polish and refinement, which seems to be unmatched by Android-smartphone manufacturers.

While the iPhone has amazing looks and advanced functionality, you can’t find the same when it comes to Android smartphones, even the high-end ones. This is why we want Samsung’s specs, HTC’s design and metal body, and Sony’s cameras.

Google’s Pixel smartphone is the company’s first effort to control both the hardware and software. The company has already started to highlight this thanks to a recently launched marketing campaign that is built around “Made by Google” and “Phone by Google” messages.

By finally taking control over each aspect of its smartphone, the company can finally build a reliable and up-to-date platform that will offer more opportunities to developers. Even though third-party developers are still a highly important factor for the platform, the company is taking a stand against fragmentation and other limitations that developers had to work around.

However, Google is now fighting not only against Apple, but also against the companies that use Android.

At least for the moment, Google’s allies shouldn’t be afraid about their future.
In the U.S., the company has exclusively partnered with Verizon for users who want to buy the new Pixel on contract.

This kind of limited distribution means that Google won’t be able to quickly penetrate the market. This leaves a lot of space for Samsung, HTC, and Sony to maintain their smartphone sales. Still, things could easily change for Android in the future, once Google becomes a real threat.

Samsung is currently the only company that can respond to Google by investing in its Tizen platform. This is Samsung’s operating system that is already available in some of the lower-end smartphones. However, only by heavily investing in further development of this platform, this company can take a new kind of position.

Even though Android is poised to stay at the top of the smartphone market, it will be interesting to keep an eye on this platform in the long run. Many analysts agree that Android’s uneven progress through the years (which caused fragmentation) is its biggest problem, which means that Google has finally figured out a solution.

However, only time will tell what this actually means for Google, and what it means for other companies that depend on Android. One thing is sure and that is the fact that not everyone can come out of this situation as a winner.


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Novak Bozovic
Tech editor and architecture student. His stories have featured in numerous online publications covering hottest stories about IT-and tech trends.