Google Pixel: Why controlling both software and hardware matters

Having regulate of all issues is the most important a part of the Pixel. It places the telephone’s long run, in addition to the way forward for Android itself, in Google’s arms.

The Pixel and Pixel XL don’t seem to be the primary telephones from Google. The first actual Android telephone — the T-Cellular G1 used to be a Google telephone. The Nexus One began a run of telephones from Google that lasted up till the Pixel release, the place we came upon that the Nexus 6P and Nexus 5X have been the final Nexuses. The theory of Google having telephones constructed for one explanation why or any other simply is not new. However the Pixel is a completely other technique.

Earlier telephones like that G1 or Nexus 5X have been bought to be the reference tool so other folks knew what labored and what did not with the up to date model of Android. Builders wanted a telephone they may check the other how you can do the issues that make their apps nice. Once we say the Nexus telephones have been developer telephones (which has been arguable for a at the same time as) what we imply is they’re a naked-bones conduit for software builders to make their stuff paintings very best with Android. You wish to have issues to paintings with the running gadget ahead of you check out and make issues paintings with the tactics different firms have modified it. However the Pixel isn’t a reference telephone.

I am not totally positive what Google expects builders to do while they want a platform reference to check new platform APIs and options. Perhaps the Pixel logo will all the time include them without a adjustments and can be utilized as such. That is sensible, however it is not why the Pixel exists. The Pixel is Google looking to be a telephone producer. They labored with HTC (and no, we do not realize the precise main points) however the telephones themselves are Google’s product and layout. The software is now not that naked-bones reference taste and has quite a few options that don’t seem to be a part of Android for any person else to make use of as they see have compatibility. The Pixel is Google’s child, for just right or dangerous.

That suggests they have got whole regulate, and that may be the most important factor. Let us take a look at why.


Helping a factor you promote — particularly a $1,000 factor — is very important. While an element is going dangerous or one thing will get damaged, any person wishes with the intention to get it fastened and again in running order. In case you holiday the monitor for your Nexus 5X, LG can be satisfied to cite you a value to get it fastened. Comparable is going for Huawei and the Nexus 6P. However the Pixel could have Google taking good care of hardware strengthen themselves.

Improve matters extra if you end up making telephones for the mainstream.

I doubt they’re going to be solving telephones at desks or Fruit Smoothie stands on the Mountain View campus. They will most probably send it again to HTC if it wishes any hardware problems looked after. However the essential phase is that it is all performed on their phrases as an alternative of any other corporate figuring out while to provide improve or how so much to price. This is not mechanically a just right factor. Google does not have a large number of revel in fielding hardware guaranty problems on a big scale. However it is theirs to do smartly with or screw issues up.

The similar is going for software fortify. The Pixel has a integrated enhance consumer within the settings the place you’ll be able to ask for lend a hand from Google if in case you have questions or problems. With Nexus fashions, that they had a give a boost to channel that began with a Python script questionnaire and weaved thru mailing lists and Google Teams. That does not paintings while the telephones you are promoting are designed for the mainstream. When you pass complete retail, you’ll be able to have a number of questions to respond to and insects to seem into. Particularly in the event you promote a large number of telephones. Google must have whole regulate over the method in the event that they wish to care for it smartly.

Having somebody else construct your telephone and sticking their identify at the again, then promoting them along you makes it tricky to do it your approach. Controlling the whole thing concerning the Pixel shall we Google come to a decision what they suspect is highest in terms of assisting them.


Safety in your telephone may not be necessary to you however’s it is very necessary to Google.

Each and every time there’s a top-profile incident surrounding Android telephones, Google takes one at the chin. Android is their product, and if a few corporate will get lax and malware or hacking hits the scoop cycle, Google does not must be at fault to take the brunt of the outrage. Google used to be by no means shy approximately “proudly owning” the software at the Nexus line. Just right or dangerous, it doesn’t matter what got here up they addressed it and supplied an answer. Even if it took more than one answers, we knew it used to be being addressed. They will do the similar with the Pixel and Pixel XL. The telephones can be stored up to the moment (even Verizon has promised as so much, despite the fact that we have now heard that ahead of) and get per thirty days patches to deal with exploits both present and long run. Not anything adjustments there.

Google takes safety very significantly. Extra regulate way they may be able to perform a little extra.

As a hardware spouse — sure Google Hardware is a shopper and spouse of Google Android as a separate entity — which builds their very own telephones additionally they have a few say into give a boost to contracts with the individuals who made the parts. Huawei used to be curious about getting safety problems with the Qualcomm processor within the Nexus 6P resolved. Now there is not any intermediary and Google has to ensure they made the proper agreement and paintings with Qualcomm in a better and other capability to get issues looked after if it have been to occur once more. The similar is going for any and all software that may be had to beef up the hardware — if it will get exploited, Google can paintings in an instant as a licensee to lend a hand type it out.

Like assisting consumers, we don’t have any ensure that those adjustments will fix things. We think Google has a plan and has idea lengthy and onerous approximately changing into an organization that makes Android telephones and will be capable of be offering the similar, or a greater, degree of safety for our personal knowledge.

Revel in

That is crucial — perhaps the so much essential — explanation why Google advantages from having regulate over the whole thing concerning the Pixel line. Google has all the time been an organization that makes cash from products and services, now not from hardware gross sales. Google develops Android as a result of having $one hundred telephones way ever-extra folks can have the funds for them and can use Google’s products and services. Sooner than the Pixel, it is not a stretch to assume that Android used to be an running loss for Google however luckily persisted as it supported the stability sheet in different ways. They do not seem to really feel the similar method concerning the Pixel.

Google will nonetheless earn cash from each and every iPhone bought (from its seek deal and advertisements) and by way of retaining Android as a compelling trap for different firms that may’t or do not need to spend the cash to make their very own software. However they appear to need to earn a living from Pixel gross sales, and that suggests they have got to nail the revel in so we have now a explanation why to shop for them.

The Pixel is Google’s iPhone. It is what they suspect you’ll be able to love within the package deal they would like it to be in.

They means they are doing it’s in stark distinction to different firms who make Android telephones. Samsung and LG make telephones that ship distinctive stories thru options now not to be had in different places. The Notice collection will have taken a few very arduous knocks lately, however for years it used to be the telephone to shop for in the event you sought after the S Pen and all of the options that got here with it. The LG V10 used to be one of the most productive telephones you must purchase in the event you sought after to get extra critical while you have been developing and eating media. Occasionally, the options were not this kind of hit. S Voice by no means used to be as fashionable as Google’s answer with Google Now, and the G5’s modular concept failed to realize any traction in any respect. However Samsung and LG proceed to push the envelope with regards to the function set.

Google is not providing S Pens or HDR microphones or software that makes use of both. The Pixel is not water-proof like telephones from Samsung and Apple. It does not monitor your eyeballs to stay the display from shutting off at the same time as you are looking at it. As an alternative, Google is providing an overly particular set of options — together with a Pixel-best Google Assistant — and that specialize in making them paintings the best way they suspect is very best. They’re promoting you the Google Revel in, and they suspect it is the most productive revel in to be had. Tailoring both the software and the hardware, take the digital camera for instance, to convey it to you in some way they suspect is best than someone else is doing it is just imaginable if they have got keep an eye on. With out the Pixel’s digital camera-particular software and the picture processing options and sensors of the Pixel hardware, that is not imaginable.

Sure, that is what Apple does with the iPhone. In reality, the Pixel is Google’s iPhone. Easy, tough and glorious — no less than of their opinion — all on the similar time. Whether or not or now not we agree after the use of it is still noticed.

That is how Google will get regulate of Android

Numerous us needs to peer Google drive the corporations making Android telephones to do higher. That is simply now not imaginable. Android is freely given to any person who needs it and Google has no means of taking it again. They may be able to’t really well deny get right of entry to to products and services they already agreed to provide, like Google Play or Gmail, nor do they need to as a result of that is how they become profitable from Android. Having firms do issues their very own means every so often proves to be a PR crisis.

Controlling the revel in is how Google needs to turn how nice Android can also be.

Early in 2016, there used to be a rumor that Google used to be making ready to disgrace Android telephone makers that did not replace their telephones or that ruined the revel in. At the floor that used to be — and is — a loopy concept. Throwing your companions underneath the bus will most effective lead them to unsatisfied, and unsatisfied companions are much less prepared to offer into tips. Construction a telephone that showcases Android at its highest, even though, is a great way for Google to split themselves from firms who do not do sufficient to reinforce Android’s symbol drawback. They do not want to disgrace someone if they may be able to display how just right it may be.

With the Pixel and Pixel XL, Google has whole regulate of an Android telephone and the consumer revel in that incorporates it. There are a few very professional considerations over the way forward for the “open” Android and a widening hole among what Google can do and what different firms can do, however the Pixel line is one thing Google has had to do for a very long time. If their revel in is as just right as they suspect it’s, and in the event that they have not priced themselves into obscurity, the Pixel is superb for his or her symbol in terms of Android.

Another results they’ll have, just right or dangerous, stay to be noticed.


Marshmallow Man, blog spiritual leader, has strived to make AppMarsh an independent and free blog from world monetary system. He and his followers are exiled by Google monster.