Will Pixel become another short-term project for Google?
Does the transition from the Nexus brand to Pixel mean that Google is going to change the attitude to its hardware initiatives in the smartphone market to a more serious one? For example, Anil Doradla, an analyst at investment banker William Blair, considers these devices to be another technical experiment that does not pose a competitive threat to Apple.
"We were slightly puzzled by the launch of these devices and believe that members of the Android ecosystem, including Samsung, will not consider Pixel in a positive way. In addition, the launch of the phones was followed by the company's recent announcement of the closure of the Project Ara project, "wrote an analyst at the Tech Trader Daily's financial blog under Barron's.
And do not forget about Google Glass. Attractive Glass consumer glasses were also buried. It seems that the Nexus brand is waiting for the same fate. You can also remember the created Google smartphone Moto X - this initiative also did not last long. After buying Motorola Mobility in 2012, Google resold it to Lenovo in 2014. And the attempt to produce Moto X in the US has become another short-term project.
Another analyst, Bob O'Donnell, president and founder of TECHnalysis Research, on the contrary, believes that Google will remain with Pixel: "I have a feeling that this is part of a new strategic step that they are going to continue. The brand Pixel and bearing the name of the hard drive already existed for several years. Now Google buys huge strips in all major newspapers ... there is crazy advertising. Much more active than ever before with regard to other products. So yes, I believe Pixel is making a long-term bet. "
Bob O'Donnell believes that Google, following the example of Microsoft Surface and Apple, wanting to provide a better environment, is also trying to control the hardware platform. He is echoed by Ian Fogg, an analyst at IHS Markit: "Apple believes that only the integration of the hardware and software parts together allows you to create great products. The announcement of Pixel is a statement by Google that they recognize the rightness of Apple. "