‘Made by Google’ Teaser: What the latest theatrical video means for Google’s Nexus to Pixel branding

By: | Published: September 27, 2016 1:22 PM

As Google is all set to make some major hardware announcements on October 4, consumers can still see some signs of the changes and guess what to expect.

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As Google is all set to make some major hardware announcements on October 4, consumers can still see some signs of the changes and guess what to expect. Google has an annual ritual of announcing its flagship smartphones, yet this year appears to be distinct. Google in an enigmatic new advertisement has shown a box, devoid of context which metamorphosises into a rectangular shape symbolising a smartphone alongside the Google logo and ‘Oct 4’ written. And that is all there is to the add. There is no name of any product in the mysterious video. Yet the video was enough to make the people in the tech world to raise their eyebrows. On October 4, Google is expected to unwrap its latest hardware range which includes its flagship smartphones for this year, and also quite possibly its latest Andromeda OS which is a hybrid of Android and Chrome OS. When Google aired the ad and launched the teaser on a website called madeby.google.com, the company also sent out media invites for the event scheduled on October 4.

But, the most interesting thing to note here is the ad. Google has always tried to appeal to the Android lovers instead of the general public. When it comes to smartphones, Google loves to address people who know the difference between an Android device by Google and a third-party supported device; for people who like to experience reliable software upgrades and optimal user experience. Yet one can never see Google using theatricality trying to reach a big audience, instead of keeping events low key, unlike Apple or Samsung. The reason is simple. While ditching its usual Nexus brand, the company will launch Pixel which will be presented as products made solely by Google. This is a change at the philosophical level when it comes to its flagship programs. Though being Google’s products Nexus smartphones always had the support of other manufacturers. Google wants Pixel phones to be put in a different light by taking full credit for it and using the tag of ‘Made by Google’.


With the way Google had hired former Motorola head Rick Osterloh, to save its hardware projects, it is now clear how the company is trying to rethink its approach and decide on how its product line should be perceived. This move is the tech giant’ vision for how its OS Android should function and appear. This is a juxtaposition of the representation of the smartphones and the market in which it is intended to, and this is highly uncharacteristic fo Google is history is to be believed.

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