Google’s Introduction
Google ended its Nexus program last year to focus on the Pixel, which some critics saw as a simple rebranding effort. I, however, believed in Google’s vision of a new strategy that would rival Apple’s iPhone. The Pixel was just the start of this journey. Recent rumors and Google’s recruitment of new talent show the extent of Google’s dedication to competing with Apple on all fronts.
Google wants to own its Supply chain, just like Apple does
In October, I extensively discussed how Google aims to establish complete control over its supply chain, similar to Apple. Apple’s distinctive advantage does not solely rest on its software, hardware, or customer service, but rather on the flawless amalgamation of these elements.
The unparalleled prowess of Apple lies in its adeptness at merging all the essential components to craft an exceptionally gratifying user experience. Google has been the only company capable of challenging Apple for a significant period, largely due to its dominance in the software sector with the Android operating system.
The introduction of the Pixel illustrated Google’s readiness and capacity to manufacture a top-tier phone with unique selling points, such as the unparalleled Pixel camera, which remains unmatched even after several months. However, it is evident that the Pixel was not the final outcome of Google’s larger project.
Google Mirroring Apple’s Supply Chain Control
Apple’s hardware dominance is a result of strict control over its supply chain, often leading to monopolization. Recent rumors suggest that Google is following a similar path by focusing on securing a stable source of OLED displays for an upcoming Pixel model with minimal bezels, similar to the Samsung Galaxy S8 and LG G6. The possibility of an LG-manufactured Google phone later this year aligns with this strategy, although Google may still collaborate with HTC for manufacturing while sourcing panels from LG Display, a separate entity from LG Electronics. This approach is more intricate than solely relying on the Korean supplier.
Google, much like Apple, possesses significant cash reserves that can be utilized to facilitate its supply agreements. The recent investment in LG Display is a step towards this goal. The initial Pixel served as a trial to understand the process of sourcing and assembling components in-house.
Google learned from this experience that demand for its phones is high, and any shortages would lead to disappointment. While Google may not have the same level of guaranteed unit sales as Apple, this is expected to change with the upcoming Pixel release, which is anticipated to have broader distribution and marketing efforts compared to its predecessor.
Google is actively recruiting Apple engineers
Google is actively recruiting Apple engineers to assist in the development of its mobile processors.
Yesterday, two significant revelations came to light. Firstly, Google has embarked on the development of its own system on a chip (SoC) for upcoming mobile devices. Secondly, the individual spearheading this project is none other than Manu Gulati, who until recently held a senior engineering position at Apple.
These two advancements are significant, indicating that Google is determined to achieve complete dominance over all aspects of its smartphone. This aligns with Apple’s relentless pursuit of the same objective with each new generation of iPhone. Moreover, it highlights https://awebtech.co/2024/06/12/google-drive-unl…dangers-benefits/ ambitious nature by successfully attracting someone who
Would have required substantial motivation to leave their position at Apple.
Understanding the System on Chip (SoC)
The SoC is the processing heart that powers the vast majority of functions of any modern smartphone, tablet, or smart speaker. Qualcomm’s Snapdragon is the most famous and widely used example;
Samsung’s Exynos is a comparable competitor, and Apple’s series of SoCs are the current gold standard, delivering unmatched performance and efficiency. Having its own System on a Chip (SoC) is crucial for Google’s future as a mobile hardware vendor if it wants to avoid relying on the decisions or financial stability of other companies.
The Snapdragon 821 chip forms the foundation of the current Pixel, providing impressive speed and a feature-rich architecture that greatly enhances the Pixel camera. However, Google must be cautious and learn from the past experience of the Snapdragon 810.
Qualcomm faced numerous problems with overheating when using that particular chip, leading Samsung to completely avoid it in their Galaxy S6. Google cannot afford to encounter a similar situation with future chips like the Snapdragon 845. Consequently, Google has taken the initiative to develop its own System on a Chip (SoC), as evident from the numerous job listings that highlight this ambitious endeavor.
Integration always wins
In addition to liberating itself from the uncertainty of depending on external companies for vital components, Google’s endeavor to oversee all the hardware aspects of its forthcoming devices will enable it to develop more personalized and customized solutions. Take, for example, the manner in which notifications are indicated on the Samsung Galaxy S8 through a captivating blue light pulsating along the edges of its nearly bezel-less screen—this feature loses much of its impact on a phone lacking the S8’s elegant design.
The collaboration between hardware and software designers can be exemplified by Apple, while I foresee potential in future Google devices featuring specialized processing modules tailored for Google’s innovative camera algorithms. Imagine the enhanced performance and speed of the Pixel if its internal components were optimized for specific functions rather than conforming to a standard set of specifications.
It remains uncertain how a Google SoC would impact future Pixel phones, but it is evident that Google is committed to exploring its potential. It is reasonable to assume that Google is also investing efforts in securing its supply chain for less prominent components such as batteries and vibration engines. However, not all of these advancements will be fully developed and available for the release of this year’s Pixel successor.
Indeed, it is highly likely that Google’s mobile processor will not be introduced in a consumer product for several years. However, this only emphasizes Google’s commitment to long-term success. Recognizing the need to effectively compete with the iPhone, the Android maker has opted to develop its own version.