Google and Samsung had very totally different years in 2024. Google soared to the highest, managing to have one in all its largest lineup of gadgets launch within the fall and a profitable 12 months with increasing Gemini. Then again, Samsung had a bumpy highway with a profitable S24 and A sequence launch and getting on monitor with Galaxy AI, nevertheless it struggled with its sequence 6 foldable lineup.
It isn’t exceptional for firms to have a great or a foul 12 months; that’s how the tech house works. There are ebbs and flows to success, and it doesn’t imply that an organization is completely unhealthy or will all the time be seen nearly as good.
I spoke to a few trade analysis analysts who instructed me about why both firm did properly and areas of enchancment for 2025.
Google must preserve innovating
As I mentioned earlier, Google had a terrific 12 months. The corporate turned a robust competitor to OpenAI’s ChatGPT by launching Gemini in additional nations and, by the tip of the 12 months, launched Gemini 2.0 Experimental Advance for Gemini Advance subscribers.
It efficiently rolled out secure Android 15 and even launched the Android 16 developer preview a lot sooner than standard. Within the fall, Google launched its Pixel 9 sequence together with different merchandise, and within the time I’ve been masking expertise, it was the largest launch of merchandise I’ve ever seen Google do.
Nonetheless, Neil Shah, vp of analysis at Counterpoint Analysis, says it’s exhausting to inform whether or not the launch of Gemini AI on its Pixel 9 sequence of telephones has helped with gross sales.
“[The] Gemini AI impact has but to be seen totally to spice up Google Pixel gross sales, nonetheless, it’s positively one of many key hooks in coming years for Google Pixel to convey flagship Gen AI experiences on the Pixel {hardware},” he notes.
I might agree; I don’t suppose we’re at a degree but the place individuals are shopping for a cellphone due to its AI capabilities. I don’t suppose there are sufficient options or common sufficient use case eventualities the place individuals are utilizing AI each day, and I consider folks don’t know sufficient about AI.
That being mentioned, one in all my favourite options, and for my part, the perfect function Google got here out with this 12 months, was Circle to Search. It’s fingers down probably the most revolutionary function and one which I actively use each day. However aside from that, I actually haven’t been utilizing lots of Gemini’s options on a day-to-day foundation.
Jitesh Ubrani, analysis supervisor for IDC’s Worldwide Cell System Trackers, agrees and provides that Google must give attention to innovating Gemini for extra normal options.
“Google’s fixed iteration and use of person suggestions together with enhancements in distribution and pricing together with elevated advertising and marketing spend have helped the corporate achieve share previously few years. Having differentiating options comparable to nice images, name screening, Magic Eraser, and different AI options have helped alongside the way in which,” he says.
Ubrani provides that in 2025, he’d additionally prefer to see Google develop Gemini throughout all platforms and gadgets, not simply smartphones. That is one thing that I hope Google prioritizes subsequent 12 months.
This 12 months, Google additionally launched one of many greatest suites of merchandise that I’ve ever seen an organization do in a very long time. Extra importantly, it launched the Pixel 9 sequence with Gemini built-in into it.
I feel the Pixel 9 sequence is one in all Google’s greatest cellphone launches. Whereas I had no points with the cellphone, there can all the time be enhancements, in keeping with Anshel Sag, principal analyst for Moor Insights & Technique.
“Google wants to enhance the Pixel battery life, by shifting to superior nodes and utilizing the perfect processors. The identical goes for Wi-Fi connectivity and 5G, I used to be actually disenchanted how a lot of a downgrade the Pixel was on connectivity from my S24 Extremely,” he mentioned.
And Google is probably going planning to handle this challenge with rumors indicating that the Pixel 10 lineup can have the Tensor G5. Google has additionally allegedly completed its design and despatched it alongside for manufacturing at TSMC, ending the period of Samsung-produced designs. TSMC tends to fabricate higher chipsets than Samsung. For reference, Qualcomm used Samsung to provide the Snapdragon 8 Gen 1, a processor that was notorious for overheating and heavy throttling.
So, for all we all know, the difficulty surrounding a slower battery could be resolved, making the Pixel 10 lineup an much more premium machine.
I do know Google can have a clean 2025, however I simply hope that on the subject of AI, it’s actually capable of push the typical shopper and assist them perceive how you can use AI safely and effectively each day.
2025 would be the rise of success for Samsung
It’s broadly recognized that Samsung bears the hat of getting the greatest Android telephones and is consistently the chief within the Android house. Nonetheless, this previous 12 months, the corporate confronted a number of challenges regardless of beginning the 12 months robust by launching its S24 sequence of telephones.
However whereas the S24 was a terrific sequence, it didn’t actually assist enhance the downward trajectory of Samsung’s gross sales. In April 2024, Samsung initiated a six-day workweek for executives to create “a way of disaster” among the many firm’s management crew.
The place Samsung started to essentially battle was after launching its Samsung Galaxy Z Flip 6 and Z Fold 6, which in lots of tech circles was extra of an iterative replace to what it launched final 12 months. The telephones weren’t tremendous thrilling and weren’t as revolutionary as they’ve been in earlier years.
Samsung observed this to the purpose the place, for the primary time, Samsung Electronics’ DS Division, Jeon Younger-hyun, issued a uncommon apology for the corporate’s failure to innovate. He acknowledged that outsiders are viewing the corporate’s present state of affairs as a “disaster” and vowed to make modifications and enhancements that can profit traders, clients, and workers alike.
It got here to some extent the place different firms have been even mocking the discharge of the Z Fold 6 and the way thick it was, like Honor engraving a tiny “world’s smallest apology” on the hinge of a special-edition Magic V3.
IDC additionally confirmed that Samsung had misplaced smartphone market share as of Q2 2024 in comparison with the identical quarter in 2023. The analysis agency additionally said that whereas Samsung moved over 53 million smartphone models within the second quarter, its market share dipped to 18.4 %, down from 20% in the identical interval final 12 months. This comes at a time when different China-based manufacturers like Xiaomi and Vivo have been innovating and increasing their market share.
Ubrani says, “Samsung has rested on their laurels for a lot too lengthy, and it’s beginning to catch as much as them. Most Chinese language smartphone manufacturers have outengineered and out innovated them in recent times on the subject of issues like foldables, battery life, gaming efficiency, cameras, and so forth.”
For the longest time, Samsung has centered on competitors with Apple when globally they’re competing with many extra manufacturers. To achieve success, Samsung wants to understand that there’s extra than simply Apple. Samsung ought to leverage their scale to iterate sooner and proceed to spend money on advertising and marketing like they used to take action through the pre-pandemic period.”
Shah additionally notes that the launch of the S and A sequence helped preserve Samsung afloat, but when it needs to get its numbers again up, it must give attention to innovating its foldables.
“The foldables efficiency has been disappointing, which [offset] the nice traction for S and A sequence this 12 months,” he mentioned. “Samsung should defend its foldable management place as gamers comparable to Google, OnePlus and others are arising with higher form-factors. Designs and digicam efficiency.”
I feel Samsung is ok; it’s not the kind of firm to fail, and it is aware of when to repair itself; working example, the general public apology. Nonetheless, I do suppose that Samsung wants to remain centered on itself and never always have a look at what different firms are doing. Sure, to remain within the recreation, it’s essential to see what others are doing, however wanting an excessive amount of will distract you.
Sag agrees, including that Samsung must cease what Apple is doing to innovate as a result of its clients don’t care about Apple.
“Samsung must lean into what makes Android enjoyable and thrilling, individuals are probably not switching between Android and iOS (Razr+ excepted). Samsung wants to determine how you can execute Galaxy AI in a extra significant method and get again its repute because the provider of the Android banner,” he mentioned.
I might wholeheartedly agree that Samsung must remind its customers why it’s the perfect innovator and why it was the primary to introduce foldables and excite its customers once more.
I’ve been masking expertise for a few years, and 2024 has been an interesting 12 months for each Google and Samsung. I anticipate loads from each firms in 2025, and I can’t wait to see how they innovate extra.
