Google will attempt to persuade millions of people to purchase a Pixel 6 or Pixel 6 Pro at 1PM ET instead of Apple's iPhone 13 or Samsung Galaxy. It will work. It all depends on whether Google can do something it has never done with a phone launch: fire every cylinder.
The Google Pixel has never been the it phone, the everything-but-the-kitchen-sink phone, the phone early adopters crave. Samsung was the first to enter the Android market with its Galaxy Note. Apple reached the $1,000 mark in 2017 with the iPhone X, followed by the Pro Max and Pro Plus.
Google has never had a flagship phone. Despite the fact that the search giant's amazing camera software has helped the Pixel punch above its weight, the company has been competing in the budget flagship category. The Pixel, Pixel 2, Pixel 3 and Pixel 5 were priced to compete with an entry-level iPhone. This makes sense considering the amount of marketing, carrier partnerships, and hardware prowess Google could offer each.
Although Google was involved in almost every flagship Android phone released since 2008's T-Mobile G1/ HTC Dream and the Nexus program between 2010 and 2015, it wasn't in control of the outcome to the same extent as Samsung or Apple. Every Google phone, up to 2019's Pixel 3a, relied on a rotating door of third-party smartphone makers for its hardware stack. This included Motorola, HTC and LG as well as Huawei.
The first budget Pixel 3A phone to be released was the Pixel 3A. It brought Google's great camera to a $399 device, and quickly gained a 0.4 percent marketshare. The phone was also the first to be fully developed by an entire Google team, including former HTC engineers and designers. In 2018, the company acquired them for $1.1 million. The Pixel 3As combination of simple design, capable cameras and mid-range features was the inspiration for every subsequent Google phone launch.
The Pixel 6 is a pivotal point
Google has been indicating for months that the Pixel 6 will be a turning point. The Google phone is now premium. Since the most expensive Nexus phones, we haven't seen Google-branded hardware so ambitious. Likewise, we haven't seen a large marketing budget since the first Pixel. In August, Rick Osterloh, Google's hardware boss, stated that the company was ready to invest in marketing to grow its brand. Ruth Porat, CFO of Google, made the announcement on an earnings call.
The Pixel 6 and 6 Pro have a unique design, with multiple cameras placed into a large camera bar that is reminiscent of a Star Wars droid. There's also a pop of color at the top. Google's new 50-megapixel camera pulls in 150% more light, along with a wide-angle sensor on the Pro and a 4x Periscope Zoom on the Pro. Up front, large curved screens, high refresh rates, holepunch cameras and minimal bezels, cements the premium design of both phones. The phones are said to have huge batteries of up to 5,000mAh. This addresses the main issue that plagued the Pixel 4, which was an under-display fingerprint scanner.
A Pixel will be the first to have Google's own chip as its core: a new SoC called Tensor, designed by Google with completely differentiated AI performance (it might contain an unusual combination off-the-shelf GPU and CPU cores).
It seems that Google might pull an Apple by controlling all aspects of the hardware and software stack. This could theoretically allow it to offer features and optimized performance unlike any previous Qualcomm-based phone.
The new Pixels will offer four benefits, according to leaked product pages. These include a Magic Eraser feature to remove unwanted objects from photos, a Face Unblur feature to stabilize blurry photos, and a Live Translate feature to translate real-time language without the need for an internet connection. There is also a guarantee of five years worth security updates. However, I am unsure if all of this will be sufficient.
Apple's iPhones are stronger than ever, with the iPhone 13 line improving on the iPhone 12 in almost every way. This year, it is the Pixels cameras who are playing catch up. Unheard of iPhone trade in deals have been offered by carriers that offer a $1,000 model for 24 months free, even if you're trading in an iPhone 3 years old. This makes those deals even more tempting. It is difficult to imagine Verizon, T-Mobile, and AT&T offering the same deal for Google's customers, given the value of an older Pixel phone.
I am also concerned about leaked prices. Multiple sources claim that Target has listed the Pixel 6 Pro and Pixel 6 Pro internally at $599 and $898, respectively. This would make them cheaper than the Pixel 5 and I'd happily pay a lower price if it was available. It also suggests that Google is subsidizing these phones (perhaps because it doesn't get that boost from carriers or cutting corners). Although I hope Google has improved its quality control, there have been some problems with many company phones in the past. These include manufacturing defects and battery problems that caused bootloops with Nexus 5X, Nexus 6P and Pixel 2 XL. Screen quality control issues with Pixel 2 XL and a growing number mysteriously bricked Pixel 3s. There was also a strange display gap on some Pixel 5 phones. People who have been through too many bootloops won't consider buying a Google phone.
The prices indicate to me that Google doesn't have any premium hardware features. Google may meet the iPhone this year, but not beat it.
Google's definition of success is subjective, but that's a good thing. According to the Nikkei, Google is only trying to make 7 million Pixel 6 smartphones. This would be a decrease of 80% in smartphone shipments. (Apple and Samsung are known for shipping 80 million smartphones per quarter. It doesn't have to be able to convince us to give up an iPhone or Galaxy in order to break the Apple-Samsung duopoly. All it needs is a win.
It's simple, right?
Google needs a phone that is unique, global carrier partnerships, massive marketing and awareness campaigns, high-quality cameras, superior battery life, fast performance, attractive designs, positive reviews, and zero red flags. If all goes well, if Google hits all the right notes, perhaps it can use its success next year as a springboard.
