Launched with a brand new design, a brand new chip, and a brand new camera sensor, Pixel 6 was brand new even at its prices and turned the competition upside down! That was a lot of innovation in one year, but look and see, Google has mostly succeeded! The Pixel 6 was and is great, apart from a few minor twists.
Step one: Pixel marketing!
Using the Google Pixel as the official phone of the NBA took a lot of effort to popularize the brand and make it a familiar household name in the US rather than a device only known to phone enthusiasts.
Every official NBA game highlight is “presented by the Google Pixel” and this year’s Playoffs are at TD Garden in Boston, home of the Celtics, FTX Arena in Miami, Chase Center in San Francisco, You can see the name in the arenas. , home of the Warriors, and at the American Airlines Center in Dallas. In other words, all over the country!
Having this type of top-notch marketing is something that opens up tremendous opportunities to the Google Pixel brand and is unprecedented.
It helps that this year’s NBA playoffs are incredibly competitive and fun to watch. Can this partnership continue for another year? This helps the Pixel brand a lot!
Yes, Google, you made a good phone, but can you build a dynasty?
Early signs of success
Then you already see the first signs of success here: at Google I/O, the company announced that the Pixel 6 was selling better than the previous two generations combined. This may sound great, but let’s not forget that this was not a very high bar that had to be cleared in the first place. That’s a good first sign, but it still didn’t really change the trend. Research firm Canalys explained it. Google finally makes it into the top 5 selling phone brands in the US With explosive growth of 400% in the first quarter of 2022, but I think we can all agree that this is still far from what it could potentially achieve.
Canalys estimates that Google shipped 1.2 million phones in the US in the first quarter, but that’s less than budget phone maker TCL, a name you’ve probably never even heard of (with all due respect, but we can’t blame TCL). for this you).
And yes, it’s a bit of an apple vs orange comparison as TCL phones are very cheap devices while Google mostly sells flagship-level smartphones.
It’s a shame we don’t have a company in the US that only reports on high-end smartphones, but since Lenovo and TCL are not known for selling many high-end smartphones, we can safely assume that Google is in the top three. phones.
it takes time
But the final piece of the success puzzle may just be time. It takes time to capitalize on this newly gained brand awareness!
Even when we look back at the revolutionary original iPhone, its sales slowly increased rather than exploded in the first year. It took time, and some might argue that 15 years after this iconic launch, Apple is still driving those sales, so the momentum spanned over a decade!
This is where Google has traditionally failed. In the past, Google never seemed to have the patience or long-term planning for its phones.
The Pixel and previous Nexus phones have always been a bit of a fancier thing, but not mainstream. The devices seemed rushed. The tiny Pixel 4 was a battery disaster. The Pixel 5 wasn’t even a proper flagship. Google crashed without trying to resurrect itself, and starting from scratch is always harder than speeding up from a slowdown.
Pixel 7 promise
Pixel 7 is a milestone in this sense. Google has to keep up the momentum. The Pixel 6 was all about new features, but some were missing, like the fingerprint scanner.
Google needs to fix all these flaws in the first place, but it also needs to navigate an increasingly complex supply chain that has been weakened by the Covid restrictions in China.
If it wants to carry Millions of Pixels and meet expectations, it needs to embrace manufacturing like other phone manufacturers.
It’s a delicate balance: you expect new features from the Pixel 7, of course, but you also want improvements, and you also want stable supply and a timely launch.
We also argue that launching the Pixel 7 a little earlier than the traditional late October release window will be very beneficial for sales.
Finally, I’m happy to see that Google hasn’t announced a foldable phone at I/O. I don’t know if it plans to make a foldable phone in the near future, but it’s clear that a Google Pixel Fold will be a huge distraction not only for the company but also for potential Pixel 7 buyers.
Foldable phones are cool and I was first on the train of excitement when the first foldable phones were released, but the truth is they remain a niche right now. We haven’t gained mass acceptance, prices are often prohibitive, and real benefits clash with some real concerns, as these devices are difficult and often very heavy to operate with one hand.
The upcoming Pixel Watch seems like a big enough distraction already, and the company has even announced a tablet in 2023 that shows a big passion for hardware but will further loosen the focus on smartphones.
At the end of the day, of all companies, I think Google has the best chance or has taken over the Apple-Samsung duo, and for the Pixel 7, I’m keeping my fingers crossed. And as for me personally? Give me a slightly smaller Pixel and I can replace it.