Credit: Robert Triggs / Android Government
2020 was an interesting year for Google’s product portfolio. Its Pixel smartphone range has jumped from the premium segment to a cheaper price point with the Pixel 5. Combined with the Pixel 4a and Pixel 4a 5G, Google’s handset range has had a sharp downward lane.
Google also spent 2020 with the approach to media streaming. In addition to the exorbitant launch of the free version of the Stadia cloud gaming platform, Big G unveiled the Chromecast with Google TV to boost its streaming hardware. More controversial was the consolidation of Play Music into YouTube Music. The choice to end free Google Photo storage next year was also not well received.
Despite all this, Google’s media strategy still lacks the focus of its competitors. The company did not give its Chrome OS products so much love. There is no refreshing high-end Pixelbook or Pixel Slate, leaving the mid-level Pixelbook Go of December 2019 as the latest version. In a year that Apple has shaken up the laptop market with the move to Mac devices on the arm, Google’s computing strategy feels more than a little complacent.
See also: Top 10 Google Products You Can Buy
In addition to hardware, Google has played a key role in the development and implementation of COVID-19 contracting programs around the world. In the courtroom, it was also cases as usual. Google has had to fend off lawsuits from Epic Games, an investigation into European Commission acquisition of Fitbit and a lawsuit over tracking data in Chrome’s incognito mode. Unfortunately, surprising things happen in today’s technology industry.
Coupled with some new entries in Google’s smart home portfolio, 2020 was a steady year for Mountain View. However, there is so much more the company can offer us in 2021. This is what we hope to see.
1. Return of the Most Expensive Pixel
Credit: Robert Triggs / Android Government
The Google Pixel 5 did not land for long, but we are already excited for next year’s Pixel 6. The seemingly small differences between the Pixel 4a 5G and Pixel 5 leave the 2020 portfolio a bit cramped. The price point of the Pixel 5 would be a little easier to justify if the phone was just a little more expensive. Not to mention, there’s a niche market of Google fans longing for another premium entry.
However, we do not really want to return to the best performance and $ 1000 + XL options. Google is clearly engaging in affordable pricing, and it works much better than previous premium market flirtations. That said, trying to aim just a little higher next time will help the Pixel range. It can then compete a little better with other affordable flagships like the iPhone 12.
Read more: It’s time for Google to update the Pixel camera hardware to match the software
Personally, I want the Pixel 6 to retain its reasonable price and features, with the main focus on improving Google’s photographic skills. While the Pixel 5 still takes great photos, it seems from my experience with most of 2020’s best camera phones that Google’s dated camera hardware is lagging behind. It will be hard to turn down a fair price of Pixel 6 with a best camera in the class. Let it happen, Google.
2. At least one new Chromebook
Credit: Eric Zeman / Android Government
It’s been a year since Google’s last announcement of Pixelbook, so we’re a new product in arrears. Granted, Chromebooks do not really need the latest hardware releases every year, and the top-end Pixelbook and Pixel Slate were honestly too expensive. Nevertheless, Google’s laptop range can definitely use love in 2021.
Chromebooks can only order premium price tags if they go beyond the “browser in a box” mentality that has defined the Chrome OS ethos so far. Working harder on its various ecosystem services, such as Stadia, or packing more Drive storage can help. However, Chrome OS still lacks the variety of applications and uses that occur in Apple and Microsoft’s ecosystems. Addressing the issue would be a big project.
Related: The best Chromebooks to get: Google, Asus, Lenovo and more
Speaking of which, since Apple is moving MacBooks on the arm, it might be time for Google to take a look at the based processors for its Chromebooks again. There are some slide sets that offer excellent performance, machine learning and networking features. Given adequate software support, they can apply new uses for Chromebooks. Don’t forget support for Android apps without it being necessary. However, it all depends on Google having something in mind to raise Chromebooks a level.
Google’s entire approach to the computer market can use a lick of fresh paint. Android tablets remain pretty sad compared to Apple’s iPad series. In addition, there is still no real coherence to bridge the gaps between mobiles, tablets and computers. Unfortunately, such an adventurous plan seems unlikely, as it would be a major departure from the complacency of recent years.
3. Finally, fix Wear OS
Android tablets may not be great, but Wear OS remains even worse. The platform really did not go down at all in 2020. It will be very necessary to change in 2021 if the Wear OS ever wants to close the gap on the Apple Watch.
Unfortunately, Wear OS has not mastered the fitness or premium endings of the feature spectrum, which has made the platform languish in no country. Google needs to take a much more proactive approach to feature development. It should give its partners the tools they need to build amazing watches rather than just upload Wear OS as the industry pulls it. More regular updates will also not go wrong. Whatever happens, we want to see something galvanize the Wear OS platform over the next twelve months.
Read more: The state of Wear OS in 2020: Things look terrible
We’re also still waiting for first – party hardware for Google to showcase its vision for the best portable. However, it feels like a distant prospect like never before. But it is still a wish list.
4. Put together a proper media game plan
Then there are Stadiums and the current state of Google’s various media platforms. These include YouTube Premium, Google TV and more. I do not like to cry about Google’s messy ideas (the large volume takes a lot of time!). Yet it is frustrating because so many of these initiatives can be fantastic but are consistently underdeveloped.
Take, for example, the recently announced Chromecast with Google TV. Why it does not support Stadia cloud games out of the box, someone advises. This is another missed opportunity to unite Google’s media ecosystem into a single, comprehensive product. The launch of a new console generation and games with 50 GB day-one posters should be a great opportunity for Stadia to make a splash with a device that costs $ 50 (maybe $ 80 with a controller included) . But the right hand simply does not know what the left is doing.
Related: What would a Google version of Apple One look like? Would you sign up?
That said, Chromecast with Google TV is a step in the right direction. High quality content aggregation is much needed in the media streaming industry. Mountain View can also streamline its own internal media options. Why we do not yet have a Google TV subscriber model, or bundles that include YouTube Music, cloud storage, and Stadia games, is another staggering omission.
Google has the services to be a serious competitor to Amazon Prime and Apple One. It just needs to put together some compelling subscriber packages. So, go Google on it! Give me a comprehensive media package that includes everything from photo storage to on-the-go games.
5. Time to take privacy seriously
My last and certainly most ambitious wish of Google for 2021 would be to take data privacy more seriously. Yes, we have a wider range of permissions for Android apps, new assistant privacy settings, and more data policies than ever before (as if anyone really reads this). However, there is no escaping the fact that Google is still reading your emails, storing voice searches and locating your location in the name of ‘enhanced services’, while the real motive is to sell ads. And our users have very little control over all this data collection.
The seemingly endless stream of legal action that Google is taking every year is a warning siren that the company’s commitment to the issue remains inadequate. Mountain View is facing new complaints about advertising bids and user data in six EU countries. Other 2020 lawsuits involve collecting student data through Chromebook’s G Suite for Education platform, personal data collected through Chrome, even without a Google Account, and tracking, even when signing in through Google’s account privacy settings. There’s even a lawsuit in Incognito mode in California. The one may not be on a particularly solid footing, but it further emphasizes that Google’s data policies still meet many user expectations.
It is no longer good enough to constantly catch up with stricter privacy rules such as the EU GDPR. Nor is it merely the presentation of obscure and confusing methods of extracting the collection of data. Mountain View is obviously not the only dubious party in the data industry. But as one of the biggest, it has to take the lead in tackling the issue. Great transparency and control over data partners, clearer and more intuitive privacy options, and new tools to review, limit, and delete the collected data can help win the trust of consumers and legislators.
You tell us: What do you want to see from Google in 2021?
In terms of smartphones, 2020 was a good year for Google. However, there were also many missed opportunities. Quite a few areas have also been simply neglected and should be addressed throughout 2021. Between Chromebooks, tablets, Wear OS, cloud gaming and data privacy, there’s enough to bring Google down in the coming months.
If you had to choose just one, what would you like to see at Google in 2021? If you have any other ideas, you can turn them off in the comments section below.
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