Update (November 11, 2021)It appears that Google decided to remove this ad from its YouTube channel shortly after its launch.
This has been a tough year for my fans LG phones. On April 5th, 2021, LG announced that it would be leaving the “incredibly competitive mobile segment”, which essentially means that no new LG-branded phones will be released anymore, even though the company is still developing components like displays. For other phone makers during its tenure as a phone maker, LG introduced solid budget, mid-range and flagship smartphones like LG Velvet, but it also wasn’t afraid to try the likes of the dual T-screen. LG Wing And The Foldable Phone It Never Made – Apt Name LG rollable.
And with a big name coming out of the tough smartphone market, leaving its fans to search for a new brand that suits them, Google sees an opportunity to attract new customers.
“113 Reasons You Should Switch to Google Pixel When Your Old Phone Maker Stops Making Phones”
And Google’s way of attracting LG customers is very interesting. The company released a video of about 9 minutes long You mock LG mercilessly as they list the reasons why you – a proud LG user – should buy a Pixel phone now. This is the video in question:
The reasons mentioned are a mix between actual features and humorous gags, such as “When you say ‘pixel’ someone might think you said ‘pickle’ and give you one. Boom! Free pickle!”
It’s all fun, but it raises a few questions if we look away from LG’s demise for a second and focus on Google’s current state as a smartphone maker.
If Google wants to outlast LG, the Pixel 6 needs to sell well and in bulk, but can it?
Pixel 6 Pro, Google’s latest and greatest flagship phone
On October 19, 2021, a The Pixel 6 series has been officially announced to the world, after much anticipation, or at least a lot of hype built around it. Countless leaks came out prior to the release of the Pixel 6, which (conveniently for Google) kept it constantly on everyone’s radar.
And when it was finally released on October 28, it quickly became apparent that Google didn’t actually produce that many Pixel 6 phones. Currently, and very soon after its release, in Google’s own store, only one color of the Pixel 6 Pro is available for sale, and in storage variant one only.
Google’s explanation for this Pixel 6 shortcoming is simple and predictable:
“Due to the high demand, some Pixel 6 Pro models may be out of stock or have long delivery times.”
The company is keen to say “high demand” rather than “we didn’t make a lot of phones because we didn’t expect to sell that many”.
This is my guess as to what happened, of course, and the reasons could be different – there’s a chip shortage going on, plus the pandemic could still affect Google’s supply chains. But we don’t see Apple or even most of the smaller phone makers ever run out of new phones for sale.
The real question is this – if Google can’t even match the now-dead LG phone in production, let alone sales, is there a chance Google will eventually decide it’s time to stop losing money, get out of the phone market, and get back to being a developer? Basically smartphones?
Pixel 6 Pro
The way the Pixel 6 series performs in terms of sales will likely shape Google’s fate as a phone maker. Despite the lack of units, Google’s choice to develop its own Tensor chip is definitely a promising sign for Pixel fans.
After all, Google wouldn’t have gone all out to develop its own smartphone processor unless it had high hopes for its Pixel smartphones, right? Or perhaps Google’s plan was to become an all-time competitor to Qualcomm, and the Pixel 6 series was just a demonstration of what Google’s Tensor chip could do. We’ll find out eventually.
Anyway, the smartphone market is a really competitive one. Even a giant company like Microsoft is still struggling to establish itself on it, so no matter how big Google is, its success is not certain. And it still has a long way to go, first beating smaller brands in sales so it gets a chance to compete with companies like Apple, Samsung and Xiaomi.
As of October 2021, Google is still nowhere in between Top brands in the smartphone market, where Samsung, Apple, Xiaomi, vivo and Oppo together hold nearly 70% of their total. But with LG pulling out, Google’s chances have increased, and it’s possible that the company can hold its own until other smaller brands stop, too. Or alternatively, Google might do the same.