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three issues Google wants to repair for Android to catch as much as iOS

Google logo on smartphone with colorful background

Omar Marques/SOPA Photos/LightRocket through Getty Photos

There is no mistaking that Android is the dominant international cell OS. With a 71.72% market share internationally, it would not seem to be iOS will ever overtake Google’s OS. Nevertheless, when you have a look at sure markets (particularly the US and Japan), iOS dominates.

What is the deal?

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Properly, Android’s international domination is made potential due to nations like India, which have huge populations that can’t afford the extra pricey iOS units. 

As a result of Android units could be made and bought cheaply, such populations actually haven’t any different alternative than to go together with Google’s cell OS.

However why does iOS dominate nations like Japan and the USA? Given the numbers, one would assume the desktop working system would play a big position in that. Nevertheless, MacOS solely holds a 14.66% market share worldwide and solely a 26.92% market share within the US.

Clearly, desktop working system utilization would not dictate cell working system utilization.

So, what provides? Why cannot Android achieve rather more of a foothold in wealthier nations?

I’ve a couple of concepts on this topic I would wish to share.

Let’s go for a experience.

It begins with the ecosystem

One factor that Apple does higher than anybody else is its ecosystem. Positive, Google needs you to assume it has one of the best ecosystem on the planet, what with Android’s tight integration into Google Workspace. However that is not the ecosystem I am speaking about.

Everybody has a cloud choice, so Google cannot actually stake the declare that Android is particular due to Google Drive, Photographs, Docs, Gmail, and many others.

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The ecosystem to which I’m referring is extra about gadget interconnectivity. Once you use an iOS gadget, it seamlessly integrates along with your MacOS units and your WatchOS units. That integration is rather more necessary than Google thinks. 

Take into account this: Simply syncing an Android gadget with a desktop shouldn’t be solely extra sophisticated than the common person needs to hassle with, however the integration can also be minimal at greatest. And so far as the Android telephone and watch integration… you higher have an app put in in your telephone or it isn’t going to occur. 

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This is an instance. Prior to purchasing a Pixel Watch, I had a Samsung smartwatch. To achieve any stage of integration with my telephone, I needed to set up two totally different purposes: Samsung Well being and Galaxy Wearable. With these apps put in, I might observe health, settle for telephone calls, obtain notifications, and extra. With out these apps? Nothing. 

The identical factor holds true with the Pixel Watch. To get the same stage of integration, I needed to set up the Fitbit app. Even then, the mixing wasn’t practically what you will discover between an iPhone and Apple Watch. What’s much more maddening is that my Pixel Watch is paired with a Pixel telephone. You’d assume that integration could be inbuilt… however no. 

To get any kind of integration with my desktop, I’ve to undergo the hoops of putting in third-party software program. And simply because Linux is my OS of alternative would not matter. It is the identical when you use Home windows or MacOS. 

Evaluate: Google Pixel Watch: Not the Apple Watch of Android (but)

Android merely is not constructed to combine effectively with desktop working methods and is barely able to integrating with wearables with out putting in extra apps. Even integrating an Android telephone with a Chromebook is awkward at greatest. Google wants to repair this with the next options:

  • Create an official desktop app that’s simply put in on all working methods.
  • Make Pixel Watch and telephone integration built-in and full.
  • Bake in different fashionable wearable gadget help (comparable to Samsung watches) into Android.
  • Guarantee Android tablets seamlessly combine with Android telephones and wearables.
  • Enhance integration with IoT units.

That is a substantial to-do record, nevertheless it’s additionally one that ought to have been taken care of a protracted, very long time in the past. Due to this hesitation, Android is method behind iOS within the realm of ecosystems.

Innovate higher and sooner

This is the factor: The Pixel 7 telephone is good nevertheless it’s taken seven iterations to get there. Google’s first Pixel gadget ought to have been extra just like the seventh. Sadly, Google would not appear to grasp that customers in wealthier nations just like the US and (particularly Japan) see massive, daring, and quick innovation as the important thing to success. The place Apple makes unbelievable strides and does with very apparent innovation, most of Google’s greatest steps ahead are discovered below the hood. 

Additionally: Pixel 7 and Pixel 7 Professional hands-on: The beginning of Google’s walled backyard

Take, as an illustration, the Pixel 6 Professional. That gadget launched the Tensor chip. Though it was an necessary step ahead, do you actually assume the common shopper cared about such a factor? On the opposite aspect of the coin, Apple introduces AirTags and customers go loopy. 

Google introduces a brand new and improved digital camera with the Pixel 7 that takes unbelievable pictures, but it can not seem to achieve the traction Apple has because of the variety of filmmakers creating with iPhones. That, my mates, speaks volumes. The cred iPhones obtain from well-established filmmakers creating on Apple units not solely makes customers imagine they will do the identical, nevertheless it’s additionally a superb advertising and marketing technique.

One other innovation that Apple will most likely use to crush Google is the foldable gadget. Personally, I see little or no worth in a tool that has a display that can most certainly crease over time however customers need any such innovation. And it appears to be like as if Google is ready to announce the Pixel Fold, and Apple is rumored to be heading in the identical course.

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You’ll be able to wager that Apple will win this race to the fold. And given its observe file with {hardware}, the iPhone Flip (or no matter it will likely be known as) will most certainly be superior to the Pixel Fold. And bear in mind, Google is not all that nice at first iterations. The primary Pixel telephone wasn’t practically what it ought to have been. And though the Pixel Watch is a reasonably respectable first launch, it is nonetheless gentle years behind the Apple Watch.


I will finish with this. Few corporations on the planet are higher at advertising and marketing than Apple. And few international corporations are as unhealthy at advertising and marketing as Google. When you’ve got any doubt about this, watch the newest iPhone business and examine it to the newest Pixel Telephone business. A kind of commercials has huge shopper enchantment and the opposite falls flat on its face. 

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Google is simply not good at this recreation. The one time Google ever had an honest Pixel Telephone advert was for the Pixel 2. Rapidly, Google seemed cool. That did not final lengthy. All of the whereas, each iPhone business appears to be like as if it was created by a superb, artistic Hollywood director with a large finances.

If Android is ever to catch as much as iPhone in wealthier markets, it may must up its advertising and marketing recreation to be on par with Apple. I don’t predict that occuring any time quickly.

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