With regards to the tech house, our collective eyes are virtually all the time trying to the long run, fast to overlook about what we have already got. It occurs yearly every time a brand new telephone is rumored, spinning up sufficient mud about whether or not stated machine will probably be, objectively, good or unhealthy.
For a very long time, this was simply the best way that the world labored, as there have been sufficient compromises and caveats that made us need one thing new. However perhaps it’s time to face again and say “hey, my telephone is nice, do I actually need an improve?” That is how I really feel concerning the Pixel 8, and actually just about each different telephone that’s more likely to be launched all through the course of 2023.
There are some exceptions to that rule, as identified in Michael’s roundup about “how we hope the Android world will enhance in 2023.” As somebody who beats the foldable telephone drum as loud and as typically as doable, the very fact stays that there’s lots of room for enchancment throughout the board, which is the place the exception is available in.
The market is struggling
As an alternative, I’m extra targeted on the state of the “slab telephone” market, and the way Google is likely to be higher served by holding off on the launch of a Pixel 8. A latest report from Canalys gave us a greater understanding of how the smartphone market seemed on the finish of 2022. And actually, the outcomes have been fairly damning.
In keeping with the report, “worldwide smartphone shipments fell 17% 12 months on 12 months in This autumn 2022.” Whereas “full-year 2022 shipments declined by 11% to fewer than 1.2 billion, reflecting a particularly difficult 12 months for all distributors.”
Google’s Pixel collection could maintain a particular spot in our collective hearts, but it surely’s nonetheless not making a lot of a dent out there. As has been the case for years, Apple and Samsung proceed to battle it out to the highest, whereas persevering with to select up increasingly of the market share. Contemplating that there merely aren’t as many smartphone makers any longer, it doesn’t come as a lot of a shock. However the actual query is why are general smartphone shipments down so dramatically in comparison with 2021.
A part of this may be attributed to the sensation of a serious financial downturn (learn: recession). Thus far in 2023, we’ve seen Microsoft minimize 5% of its workforce (about 10,000 staff), Amazon is alleged to be shedding 18,000 people, and Twitter is, nicely, Twitter. Google is even rumored to start shedding staff, which might complete round 11,000.
You do not want an improve yearly
And whereas the doable incoming recession is a method to take a look at why individuals aren’t spending as a lot cash, there’s one other side to contemplate. Most of the greatest Android telephones, are extra highly effective than the computer systems that you just may use every day. These beasts are filled with upwards of 16GB of RAM and configurable with 1TB of storage, full with attractive shows, and further options equivalent to having the ability to use your telephone as a pc.
When Google launched the Pixel 6, the corporate was lauded for entering into a very totally different path, as this was the primary Pixel to make use of Google’s in-house processor. Nonetheless, there have been loads of bugs and points that prompted many publications to mainly maintain a working tally. The Pixel 7 has largely fastened these issues, with out really introducing too many new issues, culminating in a collection of dependable telephones which have lulled us again to sleep.
Apple and Samsung are simply throwing lipstick on a pig with their 2023 flagship telephones.
The Tensor G2 won’t provide efficiency good points much like what we noticed when Apple went from utilizing Intel chips to its personal silicon within the newest Mac computer systems. But it surely’s supplied a secure expertise for, seemingly at the least, the vast majority of its customers. And even nonetheless, it falls just a bit bit behind the likes of the newest Snapdragon smartphones, however Google makes up for that in issues like glorious digicam {hardware} and on-device picture processing.
If we actually need Google to succeed and find yourself battling it out with the likes of Apple and Samsung, now is likely to be the time for Google to take a 12 months off. The Galaxy S23 lineup is more likely to launch in simply a few weeks, dominating the primary half of the 12 months, earlier than the Fold 5 and Flip 5 arrive this summer season. Then, Apple will slap lipstick on a pig and launch the iPhone 12 15.
However we’ve additionally already seen Apple and Samsung each battle with gross sales throughout the flagship strains. Apple determined to ditch the iPhone Mini in favor of the iPhone Plus, whereas Samsung is rumored to be eliminating at the least one of many Galaxy S24 fashions subsequent 12 months. And regardless of all of that, each corporations managed to realize market share between 2021 and 2022.
The place does Google fall into the state of affairs?
So the place does that go away Google? Nicely, regardless of claims that the Pixel 7 is the “greatest promoting Pixel ever,” it’s nonetheless lumped in with the “Others” class in Canalys’ report. Google remains to be trailing the likes of Xiaomi, OPPO, and Vivo. And that’s largely to be anticipated provided that these corporations provide units in additional areas than Google.
My practice of thought is that Google ought to take 2022 off fully, at the least in terms of the smartphone market. As a lot because it pains me to say this, push the Pixel Fold again even additional as a result of now’s not the time to launch a brand new $1300-$1500 telephone in a distinct segment market. Maintain again the Pixel 8 till the Tensor G4, and simply let the dominoes fall the place they may.
As an alternative of falling in keeping with the infinite churning of machine releases, give us the breath of recent air that we’ll want in 2024. Hell, Google might even swap up its launch cycle, and as a substitute of being a tease, simply launched its new lineup of {hardware} at I/O as a substitute.
Arguably the very best
The Pixel 7 from Google is not overly flashy and won’t function essentially the most highly effective {hardware}. But it surely will get lots of issues proper, and will probably be greater than dependable for the subsequent few years.
