Yesterday saw an article in the Guardian (at https://www.theguardian.com/technology/2017/oct/03/pixel-2-google-apple-iphone-htc-pixel-2-xl), with ‘what does Google need to do if it wants to beat Apple’s iPhone?‘ which is one way of looking away from what is actually happening. You see, with the opening part on how Google ‘could become big player in smartphone-making with acquisition of part of HTC and forthcoming Pixel 2 launch’ is merely the front for something a lot bigger. You see, for a year Huawei had an optional advantage towards Google whilst the one advantageous player (read: Apple) wasted their time on iteration and presentation, perhaps only partially on innovation and marketing the hell out of an event that will happen in December (read: the iMac pro). Now the gap is closing and with the HTC part Google has stepped into the space where it can compete with Huawei on an upcoming £30-45 billion market. A new market that is about to happen. Whilst everyone is playing with themselves on how some of these people are ‘rulers of the universe‘, or so they think, Google now is moving on the inside track to take that market and at least three niche markets, which will give them a long term advantage. You see, Apple might be number one, the largest and the richest, but the danger of the number one is that you need to make sure you comprehend what numbers 2, 3 and optionally the player in position 4 is doing and Apple seems to have lost track of that part. Now they are in a place where they lose one edge and as such they might remain number one, but the players in position 2 and optionally the one in the third position will be closing the advantage gap that Apple had and had been making them complacent in their actions. Now, we will wait, living on conjecture and gossip as we will get to live with 15 months of movement below the surface of the waters. For those on the sidelines, it will be like watching a submarine race, a real spectator sport (read: not really). Now we get to the accusation in regards to what Samuel Gibbs is writing about. With: “it can pull off the one thing other Android smartphone manufacturers have struggled with: differentiation” it is staging that Google is not differentiated, which might be true to some respect, but in another regard he fails to see what truly matters to the millions of users. It is actually very simple: “To give the people, the users what they desire”, so basically something pretty amazing at an affordable price. We see his claim of ‘homogenous sea of sameness‘ (it does sound cool though) whilst these same styled writers seemed to price Apple for consistency for the longest of times. What he fails to see is that this homogenous ocean creates users, users that know what they are getting and they know the value of Android (well many seem to do that). So after the age of VHS, MSDOS and MP3, where it was to get as many people as possible to adapt a standard, it suddenly becomes about ‘being different‘? No, that is not the way it is played! You see, the market Tata lost, the market Apple ignored and that same market that Huawei is waking up to, is the one that is now almost within the grasp of Google and it can potentially grow the value of Google not overnight mind you) up towards a growth of 40%-70%, that is almost unheard of and we have not seen such spectacular growth since Windows 95 was introduced. That is the key of technology that we are about to face and ballads will be composed to those creators when it hits us all.
In this I equally oppose Ben Wood, chief of research at CCS Insight. With “The Achilles heel of Android at the moment is that software updates take forever. Unlike Apple where it controls everything, you’ve got to go through the device manufacturer, and be approved by the network operator, which means it takes ages to get services and experiences out there.” He knows that he is (as I personally see it) misinforming you. All the Android hardware makers have used Android and then tweaked it for their optimisation. So when the new versions came, we all had to wait, because these makers preferred to sell new phones, not update old ones. In addition the workforce needed to truly test new android versions and test and update all the elements were not in place either. As I see it, Samsung, Motorola, Huawei and other Android facilitators should all be regarded the same and as I see it, people like Ben Wood know that, they literally can’t ‘not know’ it. So as we see the hidden Apple tweet in their story, they are missing on the fact that Android, or perhaps we would soon call it Cyborg (or Android plus) will potentially crush Apple as it goes past the stratosphere. In this, how do I know it? Well, to be honest I cannot say that for certain, yet the lull in the patent registration department is a little less loud. So it might still come, but with the time lap we see under those conditions, I would speculate that Apple is already slow, too slow to that punch, which gives the larger players (Google and Huawei) now an edge they have not had before.
So as I see the end of the article with “In doing so the Pixel could also be Google’s stake in the ground. A demonstration of what the best of Google can really do that is as much a statement as a product”, it seem like a filtered version of what we might be seeing after the Pixel 2 comes. The grounds are already starting to shift, the question becomes who will attend the changed surface and which of these players are ready to show what the other players were too slow or even worse nowhere near to address. There will not be any ‘defection’ or people dropping there IOS device, yet the growth that comes is almost a certainty, which will vocally set another motion. That changed motion would be: “Every IOS user has an Android device, but not every Android user has an IOS device”. The moment that happens, and it is a realistic shift, it is at that point that the people in the higher echelons start realising that believing ones marketing and moving the borders of true innovation are not the same thing. Going for a market with a Pro device priced at 40% more whilst not giving the people that much more power is not innovation, it is iteration, an expensive lesson that Apple might end up learning the hard way. I wonder if I end up being proven wrong. We are less than 18 months away from that moment.