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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.»

Technologies

My CES 2026 Secret Weapon? This New Wearable AI Note-Taking Pin From Plaud

During a week of information overload, I’m outsourcing my memory to the Plaud NotePin S.

CES is always one of the most hectic weeks of the year for CNET journalists — myself included. I’ll be jumping between booths, often speaking to multiple different companies within the span of an hour, having interesting and intense conversations about different products as I go.

Sometimes these conversations begin before I’ve even had a chance to pull my recorder from my bag, never mind switch it on. Often I end up scribbling down extra details or quotes in my notepad — a fun challenge for my memory and eyes when the time comes to sit down and write and I’m forced to decipher my own handwriting.

Not this year, though. At CES 2026, AI note-taking company Plaud is launching its new NotePin S, an AI wearable that can clip to your collar, strap onto your wrist, hang around your neck or cling to your shirt with a magnet and record your conversations as you go about your day.

Plaud sent me this updated version of the NotePin ahead of CES, so I’ll be able to test it out as I wander the show floors. Just as with the previous version of the pin and the Plaud Note Pro, which the company announced back in August, the NotePin S connects to your phone via Bluetooth, and transcriptions of your conversations will appear in the Plaud app.

I already expect the NotePin S, which is a sleek pill-shaped device that’s smaller than a USB stick, to be a game changer for me as I roam the halls of CES. In a briefing ahead of the show, Plaud said that the pin had been successfully tested out at the Dreamforce conference earlier this year, so I know the dual microphones, which have a range of around 9.8 feet, are capable of working well in a noisy convention center. 

To activate the recording, all I’ll need to do is long press on the front of the pin. But the feature I’m most looking forward to testing out is the press to highlight button on the pin, which will allow me to mark key moments in conversations so they’ll be easy to find when I come to look through my transcriptions later.

I’m also glad that, thanks to the range of the wearable accessories bundled with the NotePin S, the device will work with a variety of different outfits. In such a busy environment, I might be tempted to use the lanyard to carry it around my neck, but on the days I’m wearing a jacket, the lapel clip might be more suitable. For sit-down interviews, I’m tempted to switch to wristband so that I can press to highlight with the least amount of intrusion into the conversation.

For when I’m back home, conducting interviews from the comfort of my office, Plaud has another new toy for me to play with. At CES the company also announced Plaud Desktop — an AI notetaker designed to bridge in-person and online meetings by capturing your conversations natively. 

This means no intrusive meeting bots joining your call. (If you know, you know.) Instead, it will sit on your computer and detect when a meeting is taking place, record that meeting discreetly and then provide a context-rich summary within your Plaud account.

The most appealing part of this for me is the idea that all of my notes, meetings and conversations — whether captured by my wearable or my computer — will be accessible and organized in one place.

Both the NotePin S and Plaud Desktop will be available immediately, with the pin costing $179 (£159).

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Technologies

Belkin’s CES 2026 Lineup Can Keep Your Phone Charged for Days (and Protect Its Screen, Too)

The accessory maker has a mix of fast-charging power banks, liquid screen protectors and even a case that charges your Nintendo Switch 2.

While CES 2026 won’t be too focused on phones, Belkin has a suite of new products to keep them charged and their displays protected. There are even a few products specifically designed for laptops and gamers.

Belkin’s main offering is a trio of power banks to recharge your devices on the go. The UltraCharge Pro Power Bank 10K, unsurprisingly, boasts a 10,000-mAh capacity. This power bank can charge two devices simultaneously, either via USB-C at 30W or wirelessly at 25W. It’ll be available in February. It’s priced at $100, which roughly converts to $75 or AU$150.

The BoostCharge Slim Magnetic Power Bank with Stand is available in two capacities: 5,000-mAh ($60) and 10,000-mAh ($85), with wired charging speeds of 20W and 30W, respectively. Both also offer 15W wireless charging and will be available in the second quarter of 2026.

Lastly among the power banks, the $150 UltraCharge Pro Laptop 27K has a 27,000-mAh capacity and can charge with up to 240W total output among its multiple ports, which can charge up to three devices at once. It also has a small display to show the remaining battery percentage. This power bank will be available in March. 

The company is also adding to its lineup of Nintendo Switch 2 charging cases with a new $100 Pro model. This one has a removable 10,000-mAh power bank, which charges at 30W, and an LCD screen to show how much battery is left. 

Belkin also has a pair of wireless chargers that support the Qi2 standard at 25W charging speeds. The UltraCharge Pro 2-in-1 ($100) can charge an iPhone and Apple Watch simultaneously and will be available in March. The UltraCharge Modular Charging Dock ($65) can charge up to three devices at once, via two wireless pads and one watch puck (charging at 10W). It’ll be available in the first quarter of 2026. 

Belkin’s trio of screen protectors at CES

Belkin has a new line of screen protectors to safeguard the window to your digital world — and one of them is partially made of liquid.

While the Gorilla Glass used in the screens of most phones is durable, it’s still breakable, and one bad drop could turn a clear display into a spiderweb of regret. Screen protectors are cheap protective layers to reinforce surfaces and reassure phone owners. Belkin’s trio of products, debuting in Las Vegas at CES, defend against display cracks in different ways.

The first of these, the Titan LiquidGuard, uses a combination of water-based silicon oxide, graphene and what Belkin calls Nano-Titan Technology to reinforce phone displays at «the molecular level.» Retailing for $60, this protector has a $300 screen repair guarantee. 

The Titan SmartShield is a conventional rigid screen protector with a surface hardness that’s rated for up to 2 meters of drop protection. The glass making up the SmartShield is made with up to 60% recycled materials, and retails for $50. 

The $50 Titan EcoGuard protects phone screens with an anti-reflective coating. It’s made of 97% preconsumer recycled materials. For $60, two more premium versions of the EcoGuard offer a privacy screen to obscure your phone from onlookers and a red light protector that diminishes blue light, which can keep you up late at night. All three EcoGuard protectors use 100% recycled material in their packaging. 

In addition to a standard warranty, Belkin is offering a new Wear and Tear program to replace screen protectors worn down by everyday use and accidents for free — all you’ll need to pay for is shipping ($10 in the US). 

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Technologies

Xreal’s Latest Glasses Get Better and Cheaper. And There’s a Switch Dock, Too

I loved playing Switch games on the Xreal 1S glasses, but getting them connected is a little awkward.

Smart glasses are in a period of rapidly accelerating change, and quick updates seem to be the norm. My favorite display glasses last year, the Xreal One, won me over because they have great displays with tons of adjustment options, including the ability to pin a display in place. The new Xreal 1S, which I saw ahead of CES 2026, does those glasses one better with more gaming-focused display updates and better resolution. But the best part is that I’m now connecting them with a Nintendo Switch 2, thanks to Xreal’s new $100 Neo mini-dock.

The $450 Xreal 1S is, in fact, better overall than the more expensive Xreal One Pro, which is still on sale. The Pro has a different and flatter lens system that keeps glare down when it’s worn. All these glasses still use «birdbath» displays that project vivid micro OLED images above your eyes down to you via half-mirrored prisms, but the Xreal 1S’s displays have a slightly larger 52-degree field of view (up from 50), 700 nits of brightness (100 more than before) and a 16:10 ratio, 1,200-pixel resolution. That’s better than the Pro’s 1080p resolution, and it’s in a ratio that fits gaming display modes better.

I’ve been trying a pair with prescription insert lenses (the 1S works with the same inserts as the Xreal One), and they look great. Xreal also updated its onboard processing tricks, adding automatic 3D media conversion via the glasses’ own chipset. The mode, which is in beta, feels pretty rough, though. Steam Deck and Switch games (or movies, or your own phone screen) can look 3D, but the autoconversion is imprecise and significantly lowers the frame rate on everything.

The 1S would be my top pick now over the Xreal One Pro, if it weren’t for the fact that I like the One Pro’s lenses better. But it’s likely that Xreal will update the Pro with the 1S’ new displays sometime soon. You might want to wait.

What I love even more than the glasses update is the Neo battery pack. It’s a new $100 mini-dock that acts as a passthrough converter to work with the Nintendo Switch. It works with existing Xreal glasses as well as the new 1S, and I’m already loving how portable it is. Unlike the Steam Deck, Windows handhelds and phones and laptops, the Switch doesn’t work natively with display glasses. But Xreal found a workaround somehow that functions fine, even with Nintendo’s lockdown firmware. 

The 10,000-mAh battery pack can be used to charge anything and pass video through via USB-C. There’s a magnet on the back that snaps onto phones, and a kickstand too — but the Neo doesn’t have contactless charging. You have to connect using a built-in USB-C cable.

This isn’t my first time playing Switch games using display glasses and a dock. Last year, I tried Viture’s similar 10,000-mAh dock, which is compatible with the Switch and Switch 2. Neither company’s dock works with the other’s glasses for Switch gaming, though, which is a bummer. Viture’s battery dock allows two glasses to connect at once, but it’s almost twice the size. I like that the Neo is about as small as any other battery pack I typically take with me.

If only these docks weren’t awkward to connect, though. Xreal does its best, but the Switch 2 only supports video-out through its bottom USB-C port, not the top one. The Neo comes with a magnetic sticker you can put on the back of the Switch, allowing you to snap it onto the Neo in kickstand mode. This allows it to hover in the air slightly, so you can plug in the cable underneath. But the Switch in docked mode only works with Joy-Con controllers detached, so you’ll have to rest the whole Switch setup next to you.

I love the experience once it’s all set up, but using the dock is likely a step too far for most people — even if they like the idea of gaming with glasses on a Switch 2. But I’ll tell you it feels like playing in a little home theater, and games I’ve tried look great in micro OLED. Mario Kart World, Donkey Kong Bananza and Kirby Air Riders play fantastically. The only one that has had performance issues so far is Metroid Prime 4, which slows down and becomes unplayable using the Neo dock. Also odd: The Switch 2 kept asking me if I wanted to update the dock’s firmware, which wouldn’t work anyway. (I said no.) Clearly, the Switch 2 doesn’t exactly form a perfect handshake here.

But I seriously hope Nintendo works in glasses support on the next Switch 2, because Xreal and Viture have already shown me that it can be fun… if you feel motivated to buy display glasses and a dock that cost more than the Switch 2 itself.

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