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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 Pictures/LightRocket by way of Getty Pictures

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

What is the deal?

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Effectively, Android’s world domination is made potential due to international locations like India, which have huge populations that can’t afford the extra expensive iOS gadgets. 

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

However why does iOS dominate international locations like Japan and the US? Given the numbers, one would suppose the desktop working system would play a big function in that. Nonetheless, 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 acquire way more of a foothold in wealthier international locations?

I’ve a couple of concepts on this topic I might 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. Certain, Google desires you to suppose it has the perfect 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 together with your MacOS gadgets and your WatchOS gadgets. That integration is way more necessary than Google thinks. 

Think about this: Simply syncing an Android gadget with a desktop shouldn’t be solely extra difficult than the typical consumer desires to trouble with, however the integration can also be minimal at finest. And so far as the Android telephone and watch integration… you higher have an app put in in your telephone or it is not going to occur. 

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Here is an instance. Prior to purchasing a Pixel Watch, I had a Samsung smartwatch. To realize any degree of integration with my telephone, I needed to set up two completely 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 an identical degree of integration, I needed to set up the Fitbit app. Even then, the mixing wasn’t practically what you may discover between an iPhone and Apple Watch. What’s much more maddening is that my Pixel Watch is paired with a Pixel telephone. You’ll suppose that integration could be in-built… 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 if you happen to use Home windows or MacOS. 

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

Android merely is not constructed to combine nicely with desktop working programs 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 finest. Google wants to repair this with the next options:

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

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

Innovate higher and sooner

Here is the factor: The Pixel 7 telephone is sensible however 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 know that buyers in wealthier international locations 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 largest steps ahead are discovered below the hood. 

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Take, as an example, the Pixel 6 Professional. That gadget launched the Tensor chip. Though it was an necessary step ahead, do you actually suppose the typical client cared about such a factor? On the opposite facet 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 photographs, but it can not seem to acquire the traction Apple has because of the variety of filmmakers creating with iPhones. That, my buddies, speaks volumes. The cred iPhones obtain from well-established filmmakers creating on Apple gadgets not solely makes customers consider they’ll do the identical, however it’s additionally an excellent 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 screen that may most definitely crease over time however customers need this kind of innovation. And it appears as if Google is about 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 report with {hardware}, the iPhone Flip (or no matter it is going to be referred to as) will most definitely 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 fairly respectable first launch, it is nonetheless mild years behind the Apple Watch.


I am going to finish with this. Few firms on the planet are higher at advertising and marketing than Apple. And few world firms are as dangerous at advertising and marketing as Google. When you have any doubt about this, watch the newest iPhone business and evaluate it to the newest Pixel Telephone business. A kind of commercials has huge client enchantment and the opposite falls flat on its face. 

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Google is simply not good at this sport. The one time Google ever had a good Pixel Telephone advert was for the Pixel 2. Impulsively, Google appeared cool. That did not final lengthy. All of the whereas, each iPhone business appears as if it was created by an excellent, inventive Hollywood director with a large price range.

If Android is ever to catch as much as iPhone in wealthier markets, it is going to should up its advertising and marketing sport to be on par with Apple. I don’t predict that taking place any time quickly.

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