Apple’s approach of handling privacy as a business model made it a pioneer in selling devices connected to the internet but that wasn’t enough to preserve Google’s niche. A year after Apple released the iPhone 6, its competitors pulled out all the stops to make their devices more Apple-like. In the U.S., the Samsung Galaxy S6 and iPhone 6S started to look a lot alike. The list of iPhone enhancements led to what looked like an unstoppable strategy to compete with Apple. Apple’s soon resorted to stealing from the opposition, adding smaller bezels on the edge of the screen, while Microsoft built a little “G” to the very design of the iPhone.
Google could be there to catch up if the company plays to its strengths and puts an emphasis on what makes Android and Google Assistant unique. The big question is, will this year’s Pixel 2 and Pixel 2 XL smartphones do enough to break out of the smartphone pack, or will they fall even further behind the high-end products being made by Apple, Microsoft and Samsung?