Technologies

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.»

Technologies

Google Making AI-Powered Glasses With Warby Parker, Gentle Monster

Google revealed its first two partnerships with eyeglass brands, with more to come.

The tech world has rarely been called stylish. But at Google’s annual I/O developers conference on Tuesday, the company took one step into the fashion world — kind of. The company revealed that the first eyeglass brands to carry Android XR AI-powered glasses will be Warby Parker and Gentle Monster, with more brand partners to be revealed in the future. Android XR is Google’s upcoming platform for VR, AR and AI on glasses and headsets.

Yes, there was a Superman joke as the company joked that unlike Clark Kent, who hid his superpowers behind nerdy glasses, the Android XR glasses will give you superpowers. That remains to be seen, although NBA star Giannis Antetokounmpo did show up at Google I/O wearing the XR glasses.

Warby Parker, founded in 2010, was originally an online eyeglass retailer that gained fame for its home try-on program, where customers could order five frames sent to their home to try on and then return. It also allowed customers to upload photos to see how they would look wearing different frames.

South Korean eyeglass brand Gentle Monster, founded in 2011, is known for its luxury eyeglasses and sunglasses. The company’s celebrity customers include Beyoncé, Rihanna, Kendrick Lamar and Billie Eilish.

Technologies

Tariffs Explained: I Have Everything You Need to Know as Walmart, Subaru Hike Prices

Technologies

Google I/O Announcements: The Latest AI Upgrades Coming to Gemini, XR and More

From its new Project Aura XR glasses to Chrome’s wants-to-be-more-helpful AI mode, Gemini Live and new Flow generative video tool, Google puts AI everywhere.

As you’d expect, this year’s Google I/O developer’s conference focused almost exclusively on AI — where the company’s Gemini AI platform stands, where it’s going and how much it’s going to cost you now for its new AI Ultra subscription plan (spoiler: $250 per month). Meanwhile, a new Flow app expands the company’s video-generation toolset, and its Android XR glasses make their debut.

Plus, all AI usage and performance numbers are up! (Given that a new 42.5-exaflop Ironwood Tensor processing unit is coming to Google Cloud later this year, they’ll continue to rise.)

Google’s Project Aura, a developer kit for Android XR that includes new AR glasses from Xreal, is the company’s next step in the company’s roadmap toward glasses-based, AI-driven extended reality. CNET’s Scott Stein goes in-depth in an exclusive interview with Shahram Izadi, Google’s VP and GM for Android XR about that future. And headset-based Project Moohan, developed in conjunction with Samsung, is now available, and Google’s working with Samsung to extend beyond headsets.

For a play-by-play of the event, you can read the archive of our live blog.

Google already held a separate event for Android, where it launched Android 16, debuting its new Material 3 Expressive interface, updates to security and an update on Gemini integration and features.

A lot of the whizzy new AI features are only available via one of its subscription levels. AI Pro is just a rebranding of Google’s $20-per-month Gemini Advanced plan (adding some new features), but Google AI Ultra is a pricier new option — $250 per month, with half off the first three months for the moment — that provides access to the latest, spiffiest and least usage-limited of all its tools and models, as well as a prototype for managing AI agents and the 30 terabytes of storage you’re going to need to store it all. They’re both available today.

Google also wants to make your automation sound smarter with Personalized Smart Replies, which makes your generated answers sound more like you, as well as plowing through pieces of information on your device to provide relevant information. It’ll be in Gmail this summer for subscribers. Eventually, it’ll be everywhere.

Also, it includes lots of better models, better coding tools and other details on developer-friendly things you expect from a developer conference. The announcement included its conversational Gemini Live, formerly part of Project Astra, its interactive, agentic, voice AI, kitchen sink AI app. (As Managing Editor Patrick Holland says, «Astra is a rehearsal of features that, when they’re ready for the spotlight, get added to Gemini Live.») And for researchers, NotebookLM incorporates Gemini Live to improve its… everything.

It’s available now in the US.

Chrome AI Mode

People (that is, those over 18) who pony up for the subscriptions, plus users on the Chrome Beta, Dev and Canary tracks, will be able to try out the company’s expanded Gemini integration with Chrome — summary, research and agentic chat based on the contents of your screen, somewhat like Gemini Live does for phones (which, by the way, is available for free on Android and iOS as of today). But the Chrome version is more suited to the type of things you do at a computer rather than a phone. (Microsoft already does this with Copilot in its own Edge browser.)

Eventually, Google plans for Gemini in Chrome to be capable of synthesizing using multiple tabs and voice navigation.

The company is also expanding how you can interact with its AI Overviews in Google Search as part of AI Mode, with interactions with AI Overviews and more agentic shopping help. It’s a new tab with search, or on the search bar, and it’s available now. It includes deeper searches, Personal Context — which uses all the information it knows about you, and that’s a lot — to make suggestions and customize replies.

The company detailed its new AI Mode for shopping, which has an improved conversational shopping experience, a checkout that monitors for the best pricing, and an updated «try on» interface that lets you upload a photo of yourself rather than modeling it on a generic body.

Google plans to launch it soon, though the updated «try on» feature is now available in the US via Search Labs.

Google Beam

Formerly known as Project Starline, Google Beam is the updated version of the company’s 3D videoconferencing, now with AI. It uses a six-camera array to capture all angles of you, which the AI then stitches together, uses head tracking to follow your movements, and sends at up to 60 frames per second.

The platform uses a light field display that doesn’t require wearing any special equipment, but that technology also tends to be sensitive to off-angle viewing. HP is an old hand in the large-scale scanning biz, including 3D scanning, so the partnership with Google isn’t a big surprise.

Flow and other generative creative tools

Google Flow is a new tool that builds on Imagen 4 and Veo 3 to perform tasks like creating AI video clips and stitching them into longer sequences, or extending them, with a single prompt while keeping them consistent from scene to scene. It also provides editing tools like camera controls. It’s available as part of Gemini AI Ultra.

Imagen 4 image generation is more detailed, with improved tonality and better text and typography. And it’s faster. Meanwhile, Veo 3, also available today, has a better understanding of physics and native audio generation — sound effects, background sounds and dialogue.

Of course, all this is available under the AI Pro plan. Google’s Synth ID gen AI detection tool is also available today.