The Pixel 4 series is make or break for Google
The first generation of devices performed relatively well in regards to sales, as did their respective successors in 2017. But what should have prolonged growth last year ultimately turned out to be a big setback for the company. The Pixel 3 flagships are permanently discounted due to low sales and only the mid-range Pixel 3a is producing positive results. Now, with the Pixel 4 series less than three months away, I believe the future of Google’s smartphone business largely depends on its success.
Google's first real attempt at targeting mainstream consumers
Despite being considerably more popular than the Nexus line it replaces, Google’s Pixel series has never appealed to mainstream consumers in the same way as Apple’s iPhones or Samsung’s Galaxies for a variety of reasons. But this year the company is finally trying to change this.
Starting with the design, official images and subsequent CAD-based renders have confirmed Google is ditching its trademark two-tone construction. I’ve loved this look since the very beginning and will miss it a lot, but I understand it’s certainly not for everyone and removing it makes perfect business sense as it’ll help broaden the appeal of Pixel smartphones.
Google is also adding more cameras to the back of its phones. The company’s software has helped it keep up with the competition until now but there’s no denying the Pixel 3’s camera setup lacks versatility when compared to Samsung’s latest flagships. The Pixel 4’s extra sensors will help bridge this gap and also attract the attention of more people. After all, most consumers these days believe multiple cameras are better than just one.
Regarding the front panel design, what Google reportedly has planned seems to be miles better than the Pixel 3 XL’s notch or the Pixel 3’s thick bezels. Plus, the area above the display will be packed full of unique, new technology. As for the internal side of things, the Pixel 4 is unlikely to bring any major upgrades that’ll change the perception of consumers and ultimately boost sales. But one thing that will is expanded carrier availability.
The Pixel, Pixel 2, and Pixel 3 lineups all launched as Verizon exclusives yet in early May Google surprised us all by partnering up with T-Mobile and Sprint to sell phones. The move has helped make the Pixel 3a series a success and should ultimately help make the Pixel 4 devices mainstream options.
There's no guarantee the Pixel 4 series will succeed
Although things are looking more positive for the Pixel 4 series than any of Google’s previous offerings, there’s certainly no guarantee the next-gen smartphones will be a commercial success. As Motorola showed us in 2017, more carriers and big marketing campaigns don’t guarantee strong sales.
If the Pixel 4 underperforms, the future of Google's smartphone business is at risk
Ultimately, only time will tell how consumers react to the next set of Pixel flagships. But if the launch fails to take Google’s smartphone business to the next level, does competing in the market really make long-term sense for the company?
Google’s investing millions this year into new technologies such as Project Soli radars and all-new camera setups for its next-gen smartphones. It’ll probably also spend more than ever on advertising Pixel 4 phones to consumers. But if sales are poor, the profitability of the flagship business will undoubtedly be impacted massively and the return on investment will be minimal. This, in turn, could also affect the mid-range Pixel series.