In case you missed it , Google just unveiled a amplitude of new mathematical product : an AI - assisted talker for your home plate , a radicalrouter system that will finally fix your crappy Wi - Fi , and the slick newPixel smartphoneto rival the iPhone . Google ’s announcement – a unfinished - bone intro with a few elementary lantern slide – was in stark contrast to the magisterial theatrics Apple invest on during its semi - annual keynotes . It was as if Google was test to beat Apple at its own game : clean , simple design paired with gadget that are just as easy to employ as they are to explain .
Google and Apple have always stepped on each other ’s toe to some extent , but this large product drop-off signifies that Google is aggressively contrive itself into computer hardware and encroaching on Apple ’s turf more than ever before . As Google attempt to spill its nerdy picture and make a grab at dissatisfied iPhone owners , the competition between the two tech giants is about to get a hell of a lot more het up .
Google’s taking advantage of the palpable Apple fatigue
It ’s no secret that enthusiasm for Apple has wan in recent years – iPhone sales sank for the first sentence everearlier this year , and amidst all thepublic outcryabout Apple removing the phone jack , reviews for the fresh released iPhone 7 have been conflate at best .
Google has understandably been paying close care to the moans and groans of Apple ’s disillusioned customers . It strategically dropped the Pixel at a clock time when many owners of the iPhone 5 and 6/6s are ruminate whether to upgrade , waitress another yr for thenewnew iPhone , or make the switch to another twist altogether . You ’ll notice the Pixel seem a lot more like an iPhone than any Samsung or Nexus you ’ve ever seen , and its most talked - about feature article is its camera , which is being boast as the " best - rank smartphone camera ever . “That ’s not a coincidence .
The “uncool” data company is trying to change its image
Google has long been purge aside in Apple ’s trace , like the nerdy younger crony who never get as much attention as his pop onetime sibling . That ’s its cross to take over as a caller that specialise in things that are inherently uncool : data and software . After all , it ’s tough to get people pumped aboutsuper - precise mapsandemail inbox managementwhen across the gangway Apple ’s flaunting a flashy new speech sound , tablet , computer , and watch .
Now , Google ’s endeavour to put out better - looking ironware that could easily be false for the competition ’s suggest it ’s using Apple ’s signature strongpoint to poach customers . That ’s not to say it does n’t have a long way to go . Apple has tirelessly craft its effigy as the user - friendly , tech - as - supplement brand with a unique retail concept and impeccable client service . The same ca n’t be said for Google . It has no physical retail bearing ( yet ) , is roll in the hay primarily for its search locomotive and software , and neither Nexus nor its Android OS are peculiarly easy to calculate out .
Apple’s obsessive secrecy works to Google’s advantage
Being soaked - lipped is vital in Silicon Valley to ensure you do n’t tip your hired man to the competition . However , Apple’ssecretive company cultureand unregenerate refusal to notice its defect has made it indifferent to user feedback . The result was a September intersection drop-off that dismiss consumers’pleas for better electric battery lifeand storage , in favor of engineeringsomething " groundbreaking " that no one call for for .
By contrast , Google has historically taken a much more assailable - door approach . Its now - defunctGoogle Labspage , for example , was a property where developers and unfearing users likewise could test prototypes of nerveless new projects they were working on . Gmail begin out there in 2004 , and early versions of both Google Maps and Google Earth were also have out of it .
Google ’s also not shy about floating big new musical theme to the public – even if it result in an embarrassing failure . Remember the nightmare that was Google Glass ? Before a panoptic - scale release , Google tested the winds with a group of other users it called " explorer , " who wore it around and gave feedback . The public backlash prove we were n’t ready , so it pull out the stopper . likewise , Google late floated its concept fora modular smartphone , but then delete it when it pull in it would be too technically complex andcostly to scale .
Daniel Fishel/Thrillist
Google ’s willingness to adapt its visual sense to better serve consumers may be the No . 1 thing it has going for it in the warfare against Apple . The latest rung of products from Cupertino matt-up like more of the same from a tech behemoth that is start out to feel stodgy and dire . Google ’s push to develop transformational technology is n’t hamper by secrecy or some holy - than - thou caller figure of speech . And for consumer in an progressively crowd market , that ’s a breath of unused tune .
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