During the launch event of Google’s Pixel 9 series smartphones this time around, if we were to eliminate the AI features (which have been a selling point of Pixel for a long time), the significant change that can be clearly seen is the separation between the Pixel 9 Pro and Pixel 9 Pro XL models, primarily based on screen size.
The evolution of Pixel devices in the early days segmented them into standard and XL models until the Pixel 4. Subsequently, Google shifted towards a strategy of releasing smartphones with smaller screens but lower specifications, and “Pro” models with better specs (especially with a greater number of rear cameras) starting from the Pixel 6 and 6 Pro in 2021 up to the present day.
This means that if users of Pixel desire more RAM and a better camera, they have no choice but to opt for the Pro model, even if they do not necessarily want a larger screen.
Google has been following this approach for the past 3 years, starting from the Pixel 6, 7, 8, leading up to the era of the Pixel 9. However, this strategy has now changed, as Google has introduced three models of Pixel 9 smartphones: Pixel 9, Pixel 9 Pro, and Pixel 9 Pro XL, in a bar form factor (excluding foldable screens).
It must be noted that the specifications of the Pixel 9 Pro and Pixel 9 Pro XL are almost identical in every aspect. All models within the Pixel 9 series utilize the same Tensor G4 chip. Both Pro models provide 16GB of RAM, identical camera setups (both front and rear), and feature the same type of Super Actua display (LTPO OLED).
The key differences between the Pro and Pro XL models include screen size (6.3″ vs 6.8″), battery capacity (4700 mAh vs 5600 mAh), and fast charging capability (27W vs 37W), all at a price difference of 100 dollars ($999 vs $1,099).
Upon observing the comparison table above, it is evident that the Pixel 9 Pro serves as a middle ground between the Pro XL and standard 9 models, as it features the same 6.3″ screen size for easy portability, and nearly identical specs to the Pro XL. This marks the first time that Pixel enthusiasts can choose a “flagship compact” smartphone. Nevertheless, this strategy of Google is not entirely new in the mobile industry, as a significant competitor has adopted a similar approach before – Apple.
A comparison between the iPhone models and Pixel devices reveals striking similarities in terms of product positioning and pricing. Everyone is aware that Apple has employed a strategy of releasing multiple sub-models of the iPhone over several years, including attempts like the iPhone Mini that did not gain much success. The current product lineup consists of standard and Pro iPhone models in two different screen sizes, starting from the iPhone 14.
If we disregard the iPhone Max model (which is not very popular itself), it becomes apparent that Pixel is following in the footsteps of the iPhone, tailoring their smartphone releases according to consumer preferences: a standard model with a smaller screen at a price of $799, a high-spec Pro model with a smaller screen for $999, and a high-spec Pro model with a larger screen priced over $1,000.
Comparing this to another major competitor in the industry, Samsung, who releases three sub-models of their flagship Galaxy S smartphones, their strategy involves delineating the models based on screen size, features, and price.
Google’s changes in 2024 reflect a clearer alignment with Apple’s strategies rather than those of Samsung, hinting at a deliberate move to challenge Apple in the U.S. market by launching the Pixel 9 two months earlier than usual. The success of Google’s new strategy remains to be seen and is worth keeping an eye on in the future.
TLDR: With the release of the Pixel 9 series, Google has shifted towards a strategy similar to Apple’s product lineup, offering standard and Pro models with varying screen sizes and specifications, mirroring the approach taken by the tech giant in the smartphone industry.
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