The phones, the tablets and, yes, the Google XR glasses are about to be supercharged by the AI.
Google must enter this moment. Analysts from the Bank of America this week even called the series of new announcements on Google AI a “Trojan horse” for its activity of devices.
For years, Apple and Android from Google fought. Apple leads to the United States in phones sales, although it still follows Android around the world. The two have also gradually converged; IOS has become more customizable, while Android has become cleaner and easier to use. As material improvements have slowed down in recent years, the emphasis has increased to intelligence within the device.
It could be a big problem for Apple. Its AI deployments have proven to be dull with users, while more attractive promised features have been delayed. The company is would have Try to rebuild Siri entirely using large language models. Currently, it is still behind Google and Openai, and this gap continues to expand.
During the Google E / S conference this week, the research giant bombed new AI features. Maybe the best example was a Particularly striking demo From Google’s “Project Astra” assistant helping someone to repair their bike by looking for the bicycle manual, pulling a YouTube video and calling a bicycle store to see if some supplies were in stock.
It was, of course, a very polite promotional video, but it made Siri seem generations behind.
“It has been the case for a long time that the best way to bring products to the consumer market is via devices, and it seems more true than ever,” Ben Thompson, analyst and author of Stratechery wrote in a E / S shipment this week.
“Android will probably be the most important canvas to send many of these capacities,” he added.
Google gold opportunity
Apple has done a good job of locking users in its ecosystem with Imessage Blue Bubbles, features like FaceTime and peripherals like the Apple Watch that require an iPhone to use.
Google’s Pixel telephone line, on the other hand, remains a rounding error compared to global shipments of smartphones. This is less a problem when Google has huge partners like Samsung who bring all its IA features to billions of Android users worldwide.
Although iPhone users get some of these new features via Google’s iOS applications, it is clear that “the universal assistant” that the company built will not see its full potential on Android. Maybe that could finally bring iOS users to change.
“We see decreasing yields on a hardware upgrade cycle, which means that we are now really focused on the software upgrading cycle,” Bernstein’s main analyst, Mark Shmulik told Business Insider.
Without Apple’s major modifications, Shmulik said he only saw the difference in capacity between Android and iOS is redoubled.
“If that widens to the point where someone with an iPhone says:” Well, my phone cannot do this “, does it finally cause this switching event for what everyone has always considered this incredible locking of Apple?” Shmulik said.
Beyond smartphones
Internally, Google has prepared for this moment.
The company merged its pixel, chrome and Android teams last year to capitalize on the opportunity of the AI.
“We are going to be very quick not to miss this opportunity,” said Sameer Samat, the Android chief of Google, in BI at the E / S of last year. “It’s a unique moment to reinvent what phones can do. We will enter this moment.”
A year, Google seems to do exactly that. A large part of what the company has demonstrated this week takes place on apparatus imminently or in the coming weeks.
Google is always confronted with the challenge that its relations with partners like Samsung have been delivered with the express promise that Google will not give its preferential treatment of local devices. So, if Google decides to double its pixel phones to the detriment of its partners, it could enter a mine of commercial land.
Of course, Google must think more than smartphones. Its renewed bet on XR glasses is a bet on what could be the new generation computer platform. Meta already sells her own augmented reality glasses, and Apple Dubbing his efforts now to take out her own smart glasses by the end of 2026, Bloomberg reported.
Google This week has demonstrated glasses that have a visual superposition to instantly provide information to carriers, which miss the meta glasses and the first version of Apple would not have either.
So far, the success of Meta glasses is undoubtedly encouraging news for Google, because a new era of AI devices is inaugurated. Now he is ready to get ahead by taking advantage of his IA chops, and Apple could give him the exact opening for which he is expected more than a decade.
“I don’t know about an open goal,” said Apple Shmulik, “but I have the impression that they won a penalty kick.”
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