Google drops its new Pixel smartphone today – an announcement that was fulfill with a corporate " meh " from the general populace . peradventure we ’re wary of fancy new phones after the wholeSamsung Galaxy Note debacle , but the signification of the new Pixel should not be overlooked : Google ’s declare war on Appleand revamp its ikon with a focus on light - to - manipulation hardware . Not only does the Pixel appear silklike enough to seduce disgruntle iPhone owners , it reset the iPhone ’s two most notorious pit : storage and battery biography .
We do n’t know who ’s hold out to win the warfare – but we do live consumer will be better off for it . Google ’s Pixel is the gut poke that will jar Apple out of its solace zone . To squash the contention and keep its loyal chase , Apple will have to double over down and deliver what ’s long overdue : a truly innovative iPhone update that we ca n’t live without .
Apple has suffered from a severe lack of competition…
Despite the tangible Apple weariness among consumer in the past twelvemonth , the company is mostly peerless in terms of competition for its drug user demographic –affluent , steel loyal , originative professionals . reliable , there have been a smattering of objectively good smartphones out there – Samsung ’s Galaxy S7 is arguably abetter phonewith abetter camera– but none that is really nipping at Apple ’s dog in terms of design and user - friendliness , the two chief merchandising points that draw people to the brand .
One of the more subtle side effects of a lack of real competition for a tech party like Apple is a sense of complacence , which terminate up stall innovation . After all , why make any groundbreaking melioration to the iPhone when the exist versions are already very successful , and no other brand is breathing down your cervix with something proficient ?
… until now
Enter the Pixel – a phone that actually represent a material threat to Apple . It ’s impressively powerful with an allegedly best - in - class tv camera , all enwrap up in a sexy - as - blaze body that could have conceivably follow straight out of Jony I ve ’s design science laboratory . And while Google lacks a certain cool factor that Apple has , itsnew mathematical product lineupis an obvious gradation away from the nerdy software and information the society ’s know for . Apple has no choice but to launch a counterattack .
The Pixel has a bigger, better battery than the iPhone
iPhone users have long bemoanedits glaring barrage fire issues , and Applehas repeatedly failed to address themin any significant way . That will have to change if Apple want to remain private-enterprise . Not only does the Pixel boast a higher - quality tv camera ( both front and back ) than the iPhone 7 , it also has the bad battery . It ’s still indecipherable how effective the Pixel ’s bombardment will be when put to the test under typical usage precondition , but it istechnicallymore powerful , packed with a 2,770mAh lithium ion equate to the iPhone ’s 1,960mAh . The Pixel also suffer quick - charging its USB C port , which means you could juice the phone up in just 15 hour to last a full seven time of day . The Pixel ’s superior shelling will hopefully be the factor that finally convert Apple to prioritize a meaningful melioration on the next iPhone .
And the Pixel solves the iPhone’s terrible storage problem
Google prognosticate free unlimited cloud storage with every Pixel leverage – essential for stack away the full - sized , high - ray paradigm and vids that user will be taking with the phone ’s 12.3MP camera . Unlike the Google Photos app , which already offers unlimited cloud storage for tight photos , Pixel owners will be capable to seamlessly save and retrieveenormousmedia files without restriction . Not only is that cool for Pixel converts , it ’s going to put pressure on Apple to come up with afreestorage repair and put an ending to thoseobnoxious " Not Enough Storage " notificationsthat regularly taunt iPhone drug user .
This means bigger, bolder changes to the next iPhone
Now that there ’s a relevant competition in the commixture , this may be just what Apple ’s leading team needs to recalibrate its efforts and get back to doing what Apple does best : developing truly transformational equipment . remember about the incredible leaps in shape and function that got us from the iPhone 3 to the iPhone 6 . Now , it feels like Apple ’s just charter features forth ( RIPheadphone diddly-squat ) alternatively of add significant new ones . And no , a pair ofjanky wireless AirPodsand aslightly faster Apple Watcharen’t going to tide us over .
Whether or not we actually corrupt one , we hope Google ’s Pixel succeeds . Worst face , there ’s finally a better smartphone out there that solves our grown complaints . skillful fount , Apple brings a gun to this tongue fight and puts out a truly salient fresh product that leaves Google in the dust , and leaves us speechless .
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Cole Saladino/Thrillist
Cole Saladino/Thrillist
