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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

Xbox Set to Bring Resident Evil, Star Wars and More to Xbox Game Pass

Subscribers can play several other games, including the original Final Fantasy in all its 2D glory, on Game Pass in January.

Resident Evil Requiem, the ninth game in the main Resident Evil series, is set to be released on Feb. 26. Xbox Game Pass subscribers can prepare for Requiem by playing Resident Evil Village, the most recent entry in the series, starting on Jan. 20.

Xbox Game Pass offers hundreds of games you can play on your Xbox Series X, Xbox Series S, Xbox One, Amazon Fire TV, smart TV and PC or mobile device, with prices starting at $10 a month. While all Game Pass tiers offer you a library of games, Game Pass Ultimate ($30 a month) gives you access to the most games, as well as Day 1 games, like Call of Duty: Black Ops 7, added monthly.

Here are all the games subscribers can play on Game Pass soon. You can also check out other games the company added to the service in December, including Marvel Cosmic Invasion.

Note: «Handheld» means a game is optimized for handheld play.

Don’t miss any of our unbiased tech content and lab-based reviews. Add CNET as a preferred Google source.

Brews & Bastards (cloud, PC and Xbox Series X/S)

Game Pass Ultimate, Game Pass Premium and PC Game Pass subscribers can play now.

What’s a hero gotta do to get a drink around here? Choose an inebriated hero to travel deep under a tavern in search of the stolen Brew Stone. You’ll explore tavern-themed dungeons and use bar-inspired weapons, like high-caliber champagne bottles, to blast through drunken demons and other boozy monsters. And if you’ve ever called one of your exes a drunken demon, maybe this game will be a little cathartic for you.

Little Nightmares Enhanced Edition (cloud, handheld, PC and Xbox Series X/S)

Game Pass Ultimate, Game Pass Premium and PC Game Pass subscribers can play now.

Little Nightmares is back in high-quality 4K and 60 frames per second in this enhanced edition of the dark tale. You play as a lone child trapped in a massive world inhabited by monstrous versions of adults called the Maw. All you can do is run from these creatures, but you’ll also have to sneak and hide to throw them off your trail if you want to survive. 

Atomfall (cloud, console, handheld and PC)

New to Game Pass Premium. Previously on Game Pass Ultimate and PC Game Pass.

The Windscale fire was the worst nuclear disaster in the UK’s history, and it’s estimated that it caused between 100 and 240 cancer-related deaths. Atomfall asks, «What if Windscale was similar in magnitude to the disaster at Chornobyl?»

This game takes place five years after a far more devastating Windscale disaster. You’ll encounter gangs of bandits, cults and rogue government agencies throughout the quarantine zone in the beautiful Lake District, in northern England. It’s up to you whether you avoid conflict or charge into the heat of battle, but resources are scarce, so maybe don’t go in guns blazing every chance you get.

Lost in Random: The Eternal Die (cloud, Xbox Series X/S, handheld and PC)

New to Game Pass Premium. Previously on Game Pass Ultimate and PC Game Pass.

You’re the once-great ruler of Random, Queen Aleksandra, and you’re on a mission of vengeance and redemption in this fast-paced rogue-like game. You’ll fight monsters and beasts with four unique weapons, plus powerful card-based abilities and relics. But death isn’t final here, so if you fall, you’ll return to Sanctuary to rearm, upgrade and prepare for your next run. 

Rematch (cloud, PC and Xbox Series X/S)

New to Game Pass Premium. Previously on Game Pass Ultimate and PC Game Pass.

Tackle, dribble and score in this team-based football game (or soccer, depending on your locale). This game was designed for 5v5 online multiplayer matches where players control a single athlete. That means you’ll have to coordinate and plan with the rest of your co-op teammates if you want to win. And with no player stats to give one person an advantage over another, coordination is the key to success.

Warhammer 40,000: Space Marine – Master Crafted Edition (cloud, PC and Xbox Series X/S)

New to Game Pass Premium. Previously on Game Pass Ultimate and PC Game Pass.

You are Capt. Demetrian Titus, an Ultramarine in the Imperium of Man tens of thousands of years from now, and it’s up to you and your squad to help reclaim the Forge World Graia from an Ork horde. Originally released in 2011, this third-person shooter has been remastered for modern consoles with enhanced character models, a modernized control scheme and more. So grab your chainsword and bolter and get ready to fight. For the Emperor!

Final Fantasy (cloud, Xbox Series X/S and PC)

Game Pass Ultimate, Game Pass Premium and PC Game Pass subscribers can play on Jan. 8.

This is the game that started it all. Join the Warriors of Light on a journey to restore power to the Crystals and save their home world. The remastered version of this game introduces enhanced gameplay features, including auto-battle and more, to your screen.

Star Wars Outlaws (cloud, PC and Xbox Series X/S)

Game Pass Ultimate and PC Game Pass subscribers can play on Jan. 13.

Luke Skywalker and the Jedis are cool and all, but who didn’t want to be a cool smuggler like Han Solo? This open-world Star Wars game lets you become just that. You play as Kay Vess, a scoundrel looking for freedom and a new life. You’ll fight, steal and outsmart crime syndicates from around the galaxy. But the Empire is out there, too, so watch your back.

My Little Pony: A Zephyr Heights Mystery (cloud, console, handheld and PC)

Game Pass Ultimate, Game Pass Premium and PC Game Pass subscribers can play on Jan. 15.

Go on an adventure with Sunny, Hitch, Izzy, Pipp, Zipp and Misty as you try to solve a mystery together. Strange music is turning the world upside down, and it’s up to you and your friends to use your powers to put a stop to the music.

Resident Evil Village (cloud, console and PC)

Game Pass Ultimate, Game Pass Premium, PC Game Pass subscribers can play on Jan. 20.

The latest entry in the mainline Resident Evil series puts you back in the shoes of Ethan Winters as he ventures into a haunting European village in search of his abducted daughter. You’ll fight lycans, vampires and other monstrous creatures as you try to uncover why your daughter was taken and your wife was murdered.

MIO: Memories in Orbit (cloud, handheld, PC and Xbox Series X/S)

Game Pass Ultimate, PC Game Pass subscribers can play on Jan. 20.

Get ready to explore a treacherous ship in this sci-fi metroidvania game. You play as Mio, a nimble android who wakes up in the Vessel, a spaceship drifting aimlessly through the stars. The ship’s machines have gone rogue, and vegetation has taken over parts of the Vessel. It’s up to you to figure out what happened to the Vessel and the ship’s purpose.

Games leaving Xbox Game Pass on Jan. 15

While Microsoft is bringing those games to different Game Pass tiers this month, the company is also removing these games from the service on Jan. 15. So, you still have some time to complete your campaign or any sidequests before you have to purchase these games separately. 

For more on Xbox, discover other games available on Game Pass now and check out our hands-on review of the gaming service. You can also learn about recent changes to the Game Pass service.

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Technologies

We’ve Found the Coolest, Most Futuristic Tech at CES 2026. And the Show Just Started

We’ve already had a day to trawl for our favorite cutting-edge technology. Neat stuff abounds!

We have people all over the show floor and beyond at CES, searching for the most interesting, innovative and cutting-edge tech available. A ton of useful new information is also available, which you can find on our CES 2026 live blog and in our CES hub.

The show floor opened Tuesday, and we had a lot of preview time beforehand to gawk at some CES staples, such as robots, electronic toys, phones and more. I’ll be back here to top off our fun finds regularly throughout the show.

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Technologies

Grab This Tariff-Busting Xbox Series X Deal and Save $44 While You Can

You can bag a 1TB Xbox Series X for just $606, but act fast, since we don’t know how long this deal will last.

Ever since tariffs and other economic uncertainty led to Xbox price increases in late 2025, things have gotten expensive. A 1TB Xbox Series X now sells for $50 more than it used to, and there is little sign of these prices improving anytime soon.

Thankfully, every so often, a deal pops up that helps make things a little more affordable like this Walmart discount that slashes that same Series X to just $606. The catch? Well, there isn’t one. But we don’t expect this deal to last for long, so make sure to get your order in soon before it leaves for good.

The Xbox Series X has been around for a while now, so there are no surprises with what you get in the box. The Series X comes with a 1TB SSD for storage, and you get a controller in the box. This version also has a disc drive for installing games and watching Blu-ray movies, too.

Hey, did you know? CNET Deals texts are free, easy and save you money.

You can look forward to watching 4K content and playing 4K games, as well as enjoying audio options such as Dolby Digital, Dolby TrueHD and DTS. All of that makes this a capable machine, whether you want to watch content or play games.

CHEAP GAMING LAPTOP DEALS OF THE WEEK

Deals are selected by the CNET Group commerce team, and may be unrelated to this article.

Why this deal matters

It’s unlikely that Xbox prices will get any cheaper anytime soon, so deals like this are the best we can expect for a while now. If you’re in the market for an Xbox and have the $604 to spare, then this is probably the time to place your order before it’s too late.

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