Google Vs. Apple

October 9, 2017 Ophelie Zalcmanis-Lai

On October 4, Google had its unveiling event for products like the new Google Home Mini and Max, Pixelbook and of course, the Pixel 2 phone.

Just like any tech event, there was a livestream, there were demonstrations, there were ohs and ahs.

However, during the Pixel 2 presentation, Google made a pointed dig at Apple that really separated the two brands.

“We don’t set aside better features for the larger device.”

You can watch the zinger happen at about 1:03:05.

This is what captured our minutes this week.

Why? Because we learned something new about the tech race between Google and Apple.

Apple traditionally has always been about exclusivity. From the types of devices it manufactures (and the price point) to the way it makes its devices so that users have to almost exclusively use Apple complementary products.

Admittedly, every brand does this. But there’s always been something about how Apple does it that comes out on top of everyone else.

Many reviews for the iPhone 8 talk about how it’s mostly unchanged from the iPhone 7. In fact, most people suggest that if people really want to splurge they should simply go for the iPhone X and totally skip the 8.

Frankly, when consumers are going to shell out nearly $1000 for a phone they want to know they’re getting something special. Association with the glimmer of Apple’s brand doesn’t count.

Instead they’re hardwiring in the odds that consumers will wait for the iPhone X (and of course pay substantially more) by offering them a subpar iPhone 8.

Now this is a business. Obviously Apple is trying to make a good profit and people will undoubtedly still buy Apple products. They always have.

However, we were so struck by Google’s statement because it spoke to the brand’s commitment to accessibility.

By creating two phones, one big and one small, but giving the exact same features, hardware and other technical specifications, Google is breaking the industry mold and simply focusing more on the user experience.

That speaks volumes from a consumer standpoint. It means that they don’t have to wait or risk missing out if they want to go with the smaller model.

The performance doesn’t change. Rather, they can just focus on getting the exact kind of phone they want.

In a world where consumers are constantly getting new devices chucked at them, it’s refreshing to see a tech brand like Google put purpose before product – if even just a little.  

At the end of the day, people engage with content by lending their minutes. Content is successful when its battery is fully charged with attention.

What will win this week?


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The Battle for Time - Week of October 1.