iOS is still gaining more market share, Google wants to bet on its own devices for the survival of Android

According to a memo obtained by The Information, Google fears for its future. Android keeps losing market share, and Samsung apparently can’t do anything about it. It’s time for the Mountain View firm to take the fate of its mobile operating system into its own hands.

Android continues to lose market share to its major competitor iOS. The situation would be worrying enough for Google to circulate an internal document exposing the how to beat apple. According to Sundar Pichai, CEO of search giant Samsung, despite still being the world’s largest smartphone maker, continues to lose customers to Apple and its iPhones.

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As we can imagine, the distribution of Android and iOS users at the international level depends greatly on the distribution of wealth. iPhones are luxury products and are therefore not very accessible to the inhabitants of southern countries. Those are the favorite smartphones of western countries and a few rare countries in Southeast Asia or even the United Arab Emirates. Conversely, Androids being for the most part very affordable, they are ultra-majority in emerging countries.

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This is symptomatic: even users of an Android smartphone as prestigious as the Samsung Galaxy S22 switch to the iPhone, the reverse apparently being rarer. This bodes ill for Google, because even though the South Korean giant is a competitor on the hardware level, its massive success ensures the future of the Android operating system. If we add to this that the legal proceedings that Google is the subject of for its questionable commercial practices are likely to make it lose a lot in advertising revenuewe understand that the situation is critical for Alphabet.

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How to reverse this trend? Officials of the Mountain View company believe that it is necessary to invest more in the company’s devices in order to protect it. The threat is apparently existential, and according to the memo, it’s important to focus the resources available in Research and Development on in-house products rather than those of the partners. In a nutshell, repatriate brains and focus on smartphones and other Pixel accessories.

As we can see in the streets currently, this reorientation of the company’s investments is accompanied by an all-out communication campaign: display in public transport, trade-in offers. Google wants and needs to sell more Pixel 7 and Pixel 7 Pro. Remember that so far, for a Pixel sold, 60 Samsung Galaxy have passed.