The Pixel 9 Pro Fold shows Google at their best, and it’s a shame they’re not capitalizing on it
Google has been making smartphones for almost as long as some of the biggest handset makers in the world. However, for the most part, Google’s approach to handset making has never felt particularly serious or sincere. This is at least until the launch of the Pixel 9 Pro Fold, Google’s latest foldable phone, which makes us wish that Google would start taking their handset making efforts more seriously.
Google at their best
Don’t get us wrong. We love Google’s phones, back when it was known as the Nexus series until the Pixel lineup. The Pixel 9 Pro Fold is also a fantastic device (on paper). It sports a very sleek looking design that we haven’t seen on a Google phone in a while. It also packs some serious hardware upgrades over its predecessor. The phone also sports a massive inner folding display, making it one of the largest foldable phones around.
Combine that with Google bundling a very optimized version of Android along with their killer software features – what more could we, as Android users, ask for? All of this shows that Google has some very serious potential when it comes to making phones, and it’s something the company should capitalize on.
Start being more serious
For starters, Google needs to make their phones more widely available. There are still many regions around the world that the Pixel phones are not officially available in.
This is a pity since personally, I’ve heard from many Android friends that they would get a Pixel phone, except that it isn’t officially available in our part of the world. Instead, we have to rely on unofficial imports. This unfortunately jacks up the price quite a bit. This is a lot of market potential that Google is missing out on.
Secondly, Google needs to be more aggressive with their marketing. If there was ever a company more alike to Apple in the smartphone world, it would be Google. The company already makes their own chipset, their own OS, and has a bunch of services that are so tightly integrated with each other.
If Google were to start taking things more seriously, we think they could easily give Apple and other handset makers a run for their money.
On the flipside
Now to play devil’s advocate, there could be a reason why Google isn’t pushing their smartphones as much as other handset makers. One of those reasons is that Google doesn’t want to invest as much resources into hardware versus software. When it comes to software, since there is no physical production, the costs are minimal. This is versus physically producing a phone, where every phone unsold is basically a loss.
Google could also be looking at the bigger picture. If they were to start competing more seriously, it could drive a wedge between them and their Android partners. If some Android OEMs were to decide that they don’t want to go up against Google, they could just call it a day. This could result in fewer Android phones, which means fewer users using their services. This will translate to a loss in terms of ad revenue, licensing fees, and more.
Lastly, having a wider selection is one of the best things about Android. The sheer number of Android devices with different hardware and software features and price points means that it can cater to a massive audience. This is versus Apple, whose iPhones are pretty much relegated to the premium side of the market. Having a single dominant Android player could ruin things for many users.
That being said, we don’t know what Google’s long-term plans are for its Pixel devices. Maybe one day Google will turn that dial up to 11, or maybe they could pull back. But either way, the Pixel 9 Pro Fold feels like it’s Google at their best.