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October 2, 2020 05:34 pm

Pixel Miss

Ben Wood and Geoff Blaber, commenting on Google's new Pixel smartphones at research firm CCI Insight: Historically, Google has been one of the leaders in developing and implementing computational photography, mixing optics with digital sleight of hand to make imaging magic. And again, Google is promising great photography by using software smarts. The camera on the new phones has an ultrawide lens, a Night Sight feature that works in portrait mode, and a setting that lets users adjust the lighting in post-processing. The challenge for Google is that its camera capabilities are no longer unique, as all leading smartphone makers focus on camera and imaging tech to try and make their latest and greatest devices stand out. [....] Given Google's scale, the progress of the Pixel business has been disappointing, particularly in light of the difficulties Huawei has faced. Mobile operators, retailers and consumers would benefit from a credible alternative to Apple and Samsung. On paper Google should fit the bill, but the company has consistently failed to live up to expectations. Sadly, it's hard to see how these new devices will do anything to address these shortcomings. Google's smartphone hardware strategy is in need of a reset. The company either needs to deliver differentiated flagship Android experiences or mass-market products with broad distribution. Right now, it provides neither and sits awkwardly within a vibrant ecosystem of Android players led by Samsung. Google must prove that Pixel still has a role.

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