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What Google Needs to Do For Android to Overcome Apple and iPhone in 2023

Google’s Android has fallen to second place to Apple’s iPhone and iOS for the first time in over a decade. Here’s what the search giant needs to do to gain back the top spot.

Google has fallen second place to Apple in the Android vs. iPhone war for the first time in over a decade. The free and open-source operating system, which still powers the majority of the world’s phones, can be found on devices from Samsung, OnePlus and Motorola. Even when combined with budget brands such as Nokia, TCL and Blu, Android-loaded handsets can’t outsell the iPhone stateside.

From a global perspective, Apple’s dominance is an outlier. The US, Canada and Japan are the only countries where Apple has an edge over Android. Everywhere else Android leads, usually by a wide margin.

Android falling behind speaks to the cachet Apple has built up around the iPhone franchise. From celebrities photographed at cafes with iPhones to their ears to late-night hosts engaging in repartee with an Apple Watch cuffed to their wrist, Apple products are both function and fashion of America’s aristocratic class. And thanks to iMessage, Apple has created messaging partition, with the «haves» enjoying blue bubble gardens and the «have nots» being relegated to green squalor. Heck, even movie villains can’t be filmed using an iPhone.

But there’s reason to be optimistic about Android’s attempts to retake the crown in the US. Google is building out an ecosystem to surround the Pixel 7, including with the introduction of the Pixel Watch. A Pixel tablet is coming next year. And Android does have its own base of rabid fans — even if they’re not on a Hollywood set.

So what can Google do to make Android relevant in the US again? Here are a few ways.

Double down on ecosystem

Google took too long to release the Pixel Watch, letting the Apple Watch act as a Trojan Horse and keep people locked inside Apple’s garden.

«Apple has such a sticky ecosystem. Especially the Watch, once you buy that watch, you’re locked into an iPhone,» said Techsponential analyst Avi Greengart. Google hasn’t had that up until this year. «And even then, its first watch is really a 1.0 product.»

Google’s slow trudge bringing the Pixel Watch to market means that the Apple Watch remains far ahead. At least now there’s an option for Pixel owners to keep them from feeling left behind.

The US market differs from the rest of the world in that there’s far less competition in the Android space. Concerns about Chinese tech companies tracking American consumers have essentially made it impossible for brands like Huawei, Xiaomi and Oppo to operate in the US. That leaves a handful of brands that can sell alternatives outside of Samsung and Google.

«Having more devices in the market also gives the carriers more choices on devices they can give away for free or do more promotions on,» said Anshel Sag, an analyst at Moor Insights & Strategy.

The lack of manufacturer diversity is only one problem Google is facing. The iPad line continues to remain a popular second-screen device, acting as an internet gateway for both toddlers and the elderly. Only one high-quality Android tablet comes to mind with the Samsung Galaxy Tab S8 Plus, but its software is nowhere near as refined as iPad OS, with it often feeling like a big screen version of Android. Google has already announced a «premium» Pixel tablet for 2023, but it really will need to impress to draw in the throngs of consumers trained to look at iPads as the tablet.

Unfortunately, one area Google might not be able to offer a viable competitor to Apple is in laptop and home computing. Google’s Chromebooks are excellent affordable laptops for basic tasks, but lack the horsepower and flexibility to offer the functionality found with MacOS and Windows. It’s a market that’s already been carved up by Apple and Microsoft, making it difficult for Google to create a viable alternative. Even if it did, the installed base would be so small that it wouldn’t attract top developers. Here, Google’s best option is to continue integrating its products better with Mac and Windows machines to offer a comparable experience to iPhone and Mac.

Matter matters

One area that Google has dominance over Apple is in smart home. Cupertino is seldom quick to jump into new product categories, which is evidenced by years of rumors surrounding Apple’s supposed VR/AR headset and the Apple car. Apple did try to make an effort at home devices with HomeKit, but it’s largely been left forgotten. Google, on the other hand, has a heavy presence in the smart home with its voice assistant-backed displays, such as the Nest Hub, and its Nest WiFi, Doorbell and camera products.

Unfortunately, the smart home industry has stagnated with a dizzying array of competing products confusing consumers. A person who owns an Amazon Alexa smart speaker might be unsure if it will cooperate with their Google Nest doorbell.

Enter Matter, a universal smart home standard that will allow new home devices, regardless of brand, to communicate with one another. Even Apple, the company that enjoys creating walled gardens, has joined the Connected Standards Alliance, along with Amazon, Google, Samsung, Ikea, Lutron, Signify and others.

«That is an area where Google could take some advantage, building more of those controls or just exposing them more in Android,» Greengart said. This includes building out a person’s homepage, widgets and making connections between multiple devices. Greengart said it’ll be up to Google to let people know that smart home interoperability can be done best on Android.

Beat Apple to innovation

Google’s product events continue to get better, bringing greater production value and fanfare, but still can’t capture the same magic as Apple. The Cupertino, California-based company still has that ability to drum up excitement over its family of products and services. Enthusiastic rhetoric from executives mixed with high production value can make a person believe that Apple is bringing the latest in tech and innovation, even if that isn’t always the case.

High refresh screens to optical image stabilization and laser autofocus, all features Apple breathlessly crows about, came to Android first.

There are, however, consumers who see past the fancy macro shots and do want to be the first to new tech. This is an area Google should double-down on to entice enthusiasts.

Already, rumors are surfacing of a Pixel foldable device, one that could compete with the Samsung Galaxy Z Fold 4.

«I think [Samsung’s] really starting to gain momentum there. And I think it’s showing, but the problem is the price, right?,» Sag said. If Samsung can continue pushing the price of foldables down, it’ll help increase the category’s popularity, bringing more competition. «As a result, competition will probably equal more sales and more competitive pricing.»

Google has also been heavily advertising Pixel features, such as live translate in its 2022 World Cup commercial. The Pixel 7 is also the official «fan phone» of the NBA this season, with a commercial featuring player Giannis Antetokounmpo and actor Simu Liu. Google has also reportedly placed the largest order of Pixel 7 devices, more than any prior iteration. Regardless of sales and celebrity endorsement, Google needs to make Pixel feel premium and exclusive, almost anathema to Android’s core vision as a free and open-source operating system. Because, if Apple’s success is any indication, people like feeling as if they’re in the «in crowd.»

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Technologies

Marvel Rivals Season 2 Adds New Vanguard Emma Frost, Krakoa Map

Emma Frost and Ultron are joining the Rivals roster in season 2, and developers are upping the pace to one new hero per month starting with season 3.

After surviving the endless night in New York City with the Fantastic Four, Marvel Rivals players are getting invited to the shores of Krakoa for the start of season 2 on April 11. The game dropped the first trailer for the new season, giving us our first official look at the new heroes, and a developer vision video dropped major news about the future of hero releases. 

The trailer features the former foe and sometimes-leader of the X-Men, Emma Frost, inviting people from across Rivals’ various timelines to the mutant nation of Krakoa, where everyone gets dressed up for a fancy gala — even Wolverine puts on a white tux. The event, however, is unceremoniously interrupted when Ultron shows up preaching extermination. 

We also got a look at some of the cosmetics in season 2, though it’s unclear which are from the shop and which might be in the battle pass. In addition to the dressed-up Wolverine, we also got looks at Magik and Psylocke in the traditional X-Men blue and yellow. Nonmutant guests are also getting in on the fun, with fancy attire for heroes like Cap, Widow and Luna Snow. 

New Heroes and balance changes in Marvel Rivals Season 2

Emma Frost joins the roster as a Vanguard who can project a shield forward, give herself damage reduction by going into her diamond form, and also choke-slam people while insulting them. We got a glimpse at her abilities in her hero trailer, but we don’t have detailed information about her abilities yet — expect that information to drop ahead of next week’s season launch. Ultron is coming in the season 2.5 update, which should be in late May. 

Some team-ups are changing in season 2, including three new team-up abilities that were previewed in the newest developer vision video. 

  • Emma Frost allows Magneto and Psylocke to create illusions of themselves.
  • Doctor Strange teams up with Scarlet Witch allowing her to use small portals to seemingly increase her damage output via a rapid-shooting alternate fire.  
  • Cap finally teams up with Bucky, allowing the Winter Soldier to leap to allies.

A few existing team-ups are getting adjustments, with Psylocke, Winter Soldier and Doctor Strange being removed from older team-ups in favor of new ones, and Namor moving from working with Luna’s anchor to Hulk’s to empower his ultimate with gamma energy. Two team-ups are being removed entirely: Magneto can no longer team up with Scarlet Witch, and Thor is no longer anchoring Cap and Storm.

Rivals announced the full list of season 2 balance changes, including buffs to Peni, Mister Fantastic and Moon Knight, with Strange losing some damage for more survivability (via his new anchor buff) and Rocket getting several adjustments, while Loki and Adam Warlock receive nerfs to their Regeneration Domain and Soul Bond abilities.

Future seasons will be shorter, which means more new heroes

One of the most surprising moments in the developer video was the announcement that, beginning with season 3, seasons will be two months long instead of roughly three. There has been a lot of discussion online about whether Rivals’ pace of new heroes (about eight per year based on three-month seasons) was sustainable. Well, apparently the Rivals devs took that personally and are cranking up that pace to a new hero every month, meaning 12 new heroes per year. 

This feels borderline ludicrous compared with other hero shooters that average about three new heroes per year, or even MOBAs like League of Legends, which has averaged about four new champions per year over the past five years. Rivals benefits from having an overflowing stable of Marvel characters to pull from rather than inventing their own hero concepts, and compared with Overwatch, the developers seem less worried about mechanical overlap in their heroes, as seen with many support ultimates. Still, a new hero every month feels unheard of for a hero shooter.

New Krakoa map and competitive changes

Season 2 is adding two new maps, including a Krakoa-themed domination map at the season’s start. Yggsgard: Royal Palace (domination) and Tokyo 2099: Shin-Shibuya (convergence) will rotate out of the map pool for ranked modes, though they’ll still be available in quick play and custom games.

The threshold for competitive picks and bans, which currently only happen in diamond-ranked lobbies, will be lowered to gold 3. Players in Eternity or One Above All ranks will only be able to duo queue, instead of queuing with larger groups — a measure that’s likely intended to keep high-level teams from stomping lobbies. 

Speaking of ranks, season 2 will drop everyone by 9 divisions, which is equal to 3 ranks. That means players in Eternity will drop to diamond, and any players at platinum 3 or below will start their climb from bronze 3 again. (AGAIN… AGAIN.)

Rivals developers also announced that individual player performance will be weighted higher when determining competitive progress after a match, meaning if your stats outperform your team’s, you’ll earn more for winning and drop less for losing. This change can help elevate smurfs and other high-skill players in lower-ranked lobbies by getting them into their appropriate ranks faster. However, it can also lead to players stat-farming, instead of playing in a way that is most effective for winning games. Overall, given that Rivals doesn’t use any sort of competitive placement matches, this should be a net positive for the game.

Other announcements

Rivals is adding new skin recolors to certain hero skins and (finally) giving players the option to gift costumes to their friends so they can surprise someone for their birthday, which you definitely did not forget about.  

Missions are changing a bit, with the addition of weekly missions and a redistribution of where battle-pass-progressing chrono tokens are earned. The devs framed this as creating a «smoother expectation» of how to earn chrono tokens, but the surface-level description sounds like they’re just making it harder to earn battle pass progress over the season by tucking away more progress under missions with shorter time limits.

The developer vision update also gave us our first look at the competitive distribution, showing how many Rivals players are in each tier as of season 1.5. 

The Hellfire Gala trailer says season 2 will start on April 11 UTC. While it doesn’t give a specific start time, expect the between-seasons maintenance to finish sometime in the middle of the night in the US.

For more on Marvel Rivals, check out which heroes and roles you should play and how to get free skins.

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Technologies

Nintendo Switch 2 Preorders: New Tariffs Mean US Customers Will Have to Wait

We’ve got all the need-to-know details about the new console, but Nintendo’s recent announcement has caused some uncertainty.

It’s finally here. Well, almost. The Nintendo Direct event on April 3 gave us our first concrete information about its highly anticipated Switch 2 console. In addition to the official release date (June 5), we also got details about the specs, price and some hot new titles. Preorders were originally supposed to open on April 9, but the new tariffs mean that US customers will have to wait a little longer. Below, we’ve rounded up everything you want to know, including when and how you’ll be able to preorder one of these nifty new handhelds.

Where to preorder the Nintendo Switch 2

When can I preorder the Nintendo Switch 2

Preorders we’re originally set to open on April 9, and for most countries, that is still the case. However, in light of the new US tariffs, Nintendo has delayed preorders in the United States while it assesses «the potential impact of tariffs and evolving market conditions.» As of now, there are no details about when US preorders will start, but we’re closely monitoring the situation and will update this page as soon as new information is available.

Read More: How Nintendo is Combating Switch 2 Scalpers

How much will the Nintendo Switch 2 cost?

The standalone console will start at $450, which is a $150 increase compared to the original console. You can also bundle it with Mario Kart World for $500, which saves you $30 compared to purchasing the game and system separately.

When will the Nintendo Switch 2 be released?

The Switch 2 will officially begin shipping on June 5. As of now, Nintendo has stated that the preorder delay in the US will not affect the release date.

When can I preorder Nintendo Switch 2 accessories?

Nintendo and several other retailers already have preorder pages for controllers, cases and other accessories, as well as games. It’s likely that preorders will begin at the same time as consoles, but there’s no official confirmation as of yet.

When can I preorder Nintendo Switch 2 games?

As with accessories, we expect that Switch 2 game preorders will be available when console preorders go live.

Nintendo Switch 2 preorders: What are people saying?

Feeling about the Switch 2 are mixed — to say the least. While the new console certainly offers some nice upgrades over it’s predecessor, including a larger screen, improved Joy-Cons and boosted storage, many are wondering if it’s enough to justify a fairly significant price hike. Especially when you consider with the new $80 price tag of its two biggest launch-window games — Mario Kart World and Donkey Kong Bananza. CNET gaming expert Scott Stein sums it up as a console that «feels a lot like an updated version of a system many people already own.» Additionally, the confusion about preorder availability has many gamers wondering if they’d be better off waiting a year or two and grabbing a refurbished console at a lower price.

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Technologies

Today’s Wordle Hints, Answer and Help for April 5, #1386

Here are hints and the answer for today’s Wordle No. 1,386 for April 5.

Looking for the most recent Wordle answer? Click here for today’s Wordle hints, as well as our daily answers and hints for The New York Times Mini Crossword, Connections, Connections: Sports Edition and Strands puzzles.

Still recovering from yesterday’s tricky Wordle? Today’s Wordle puzzle is a little easier, although the first letter isn’t one I often guess. If you need a new starter word, check out our list of which letters show up the most in English words. If you need hints and the answer, read on.

Today’s Wordle hints

Before we show you today’s Wordle answer, we’ll give you some hints. If you don’t want a spoiler, look away now.

Wordle hint No. 1: Repeats

Today’s Wordle answer has no repeated letters.

Wordle hint No. 2: Vowels

There are two vowels and one sometimes vowel in today’s Wordle answer.

Wordle hint No. 3: Start letter

Today’s Wordle answer begins with the letter F.

Wordle hint No. 4: Under the sea

Today’s Wordle answer is sometimes associated with ocean waves, and also with soap.

Wordle hint No. 5: Meaning

Today’s Wordle answer can refer to something that is frothy or creamy.

TODAY’S WORDLE ANSWER

Today’s Wordle answer is FOAMY.

Yesterday’s Wordle answer

Yesterday’s Wordle answer, April 4,  No. 1385 was KRILL.

Recent Wordle answers

March 31, No, 1381: BOOTY

April 1, No. 1382: JEWEL

April 2, No. 1383: CURSE.

April 3, No. 1384: SHEAR

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