Why Google can't hack it as a hardware company

The company can launch all the new products it wants, but until it finds a way to truly inspire consumers, its ambitions as a hardware company will likely go unfulfilled

A Google presentation.
(Image credit: AP Photo/Richard Drew)

Google announced a slew of shiny new products this week, including new Pixel smartphones. Unfortunately, a spectre of low sales hovered over all the new stuff. Compared to the iPhone, which has sold tens of millions of units, Google's Pixel phone has dwindled in popularity with the everyday buyer. Sure, the Pixel 2 camera is incredibly impressive, but overall, consumers don't seem care.

This remains true even after this week's big event. Google can launch all the new products it wants, but until it finds a way to truly inspire the average Joe, its ambitions as a consumer hardware company will likely go unfulfilled. The new mediocre Pixel phone line certainly won't do the trick on its own. But there may be a silver lining for Google.

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Navneet Alang

Navneet Alang is a technology and culture writer based out of Toronto. His work has appeared in The Atlantic, New Republic, Globe and Mail, and Hazlitt.