Google is evidently prioritizing hardware over Assistant

Google’s Defensive Strategy in the Mobile Market

Google has recently been ramping up its hardware launches, with CEO Sundar Pichai reportedly viewing this as a defensive move in response to the changing mobile market. Concerns have been raised about Apple capturing market share from Android partners such as Samsung, as well as the potential interference of antitrust regulators in Google’s search engine default on iPhones.

Challenges and Priorities in Google’s Hardware Business

While Google is focusing on expanding its hardware portfolio, there have been discussions about the level of support for non-Google products. Reports suggest that the company is scaling back investments in Assistant for cars and third-party hardware, with a potential shift of employees away from Assistant and Google TV.

Despite the dominance of Android, there are concerns about the impact of any shortcomings on Google’s mobile ad revenue. For instance, the Android Automotive platform generated only a fraction of Google’s total revenue in 2021. The key question remains whether Google can effectively grow its hardware efforts to address potential challenges.

Partnerships and Market Dynamics

Another area of concern is Google’s potential favoritism towards certain partners like Samsung, OnePlus, and Xiaomi, which could disadvantage other brands. This strategic shift may raise questions about the sustainability of the Android ecosystem in the long run.