For years, the Apple iPhone has remained undefeated in the smartphone industry. Just last year, Counterpoint Research released a list of the Global Top 10 Best-Selling Smartphones and Apple iPhones dominated the top 3. In fact, 8 out of 10 of the highest-selling smartphones were born by the Apple brand. Now a new phone by Google has emerged claiming to be superior in many areas.
Meet Google Pixel 7!
#BestPhonesForever: Plateau
Plateau is all about the iPhone’s 14th birthday. and in this scene, the iPhone confides in Google Pixel on its glory days and basks in memories of when it used to be the phone of choice for consumers. Funny, according to our research, it still is.
“When I was your age, people were showing me off to their friends,” said the iPhone. But it wasn’t only the popularity of the iPhone that is being challenged. In the commercial, the Phone is no longer considered the cool phone on the block, thanks to these features from the Google Pixel 7:
- Clearer higher-quality photos
- Astrophotography mode
- Call assist
- 30x zoom
#BestPhonesForever: Lifesaver
Lifesaver is all about promoting the Google Pixel’s Battery Share capabilities. When iPhone dies, Google Pixel saves its life by jumping on top of it and using its innovative new feature to recharge its friend’s battery. This is one of several features the Google Pixel 7 is built with that no iPhone model has, but is it enough to convert loyal Apple iPhone users?
Sketchy Wifi
Sketchy Wifi aims to promote the Google Pixel 7’s new build-in VPN feature. Unlike iPhone, Google Pixel 7 claims it can safeguard your information from hackers, positioning the smartphone as a safer option for consumers.
Is our fear of being hacked strong enough to make the switch from iPhone to Google Pixel?
Seeing Stars
Seeing Stars promotes the Google Pixel 7’s astrophotography mode, a feature Apple iPhones lack. But in a world of technology-addicted humans, that could be a hard sell. While astrophotography sounds cool, it may not be as common as Google makes it seem.
#BestPhonesForever: Opening Up
“Do you ever wonder if there’s something bigger out there? Something just totally new?” When the question was posed in Opening Up, it was revealed that the Google Pixel has an innovative new feature. In the process, a few more of Google Pixel 7’s latest features were also revealed:
- A magic eraser that can remove undesirable from your pics.
- A VPN that keeps your info safe.
- A folding phone version of the Google Pixel 7 is available.
While a folding phone may be new to Gen X, this is nothing new to users of the classic 90s flip phone, or the ever-so-popular Blackberry Flip phone.
Why It Works
Who’s scared of a little competition? Consumers aren’t. One of the reasons this advertisement works is because it shakes up the market, giving other competitors and consumers hope that a change for the better is on its way. Whether it is or isn’t, the excitement of a new product on the market keeps people on our toes and gives us something to look forward to.
For over 14 years, Apple has had market dominance, or a large measure of value and control a brand or product has over a market. Market dominance makes it easier for the company to increase its profits, increase prices, and influence the overall standard in the industry. When you are going against a market leader, positioning your product as superior may not be enough to compete with the perceived value of your competitor.
In Plateau, Google Pixel tries to cheer up the iPhone by mentioning one of its key features, the exclusive blue bubbles that only appear when two iPhone users text each other.
“But what about your blue bubbles, they’re so blue,” says Google Pixel, in an attempt to cheer the iPhone up.
However, those blue bubbles hold rank in our society. The Google Pixel has yet to address what it plans to do to relieve the stigma of being iPhoneless while texting.
Advertising Appeal: Brand Comparison
A brand comparison occurs when two brands that are similar in nature, are compared according to their products, services, and or features to determine which one is superior. This is a successful strategy that many brands employ to display their competitor’s weak areas and emphasize their strengths to win over their consumer base.
But in the case of Apple vs. Google, are what seems like superior features enough to knock Apple out of its position as the number one smartphone around the globe? Or is it?
Should Apple be Concerned?
Now that the battle of the smartphones has begun, may the best phone win. While Google Pixel 7 commercials position the phone’s features to be better than the iPhone, will that translate into sales? Are superior features ever the reason why consumers prefer specific smartphone brands?
3 out of 4 consumers consider themselves to be brand loyalists, or individuals who consciously make the decision to purchase from a brand on a continual basis. Through the years, Apple has gained a loyal following and its brand has been attributed to the upper echelon of our society, some even consider Apple to be a cult. Is Google’s new innovation in phones just what consumers need to wake up from the zombie apocalypse of the Apple takeover? I’m not convinced just yet.
Is the Google Pixel 7 really worth the hype? Only time will tell. Let’s keep an eye on sales and see what consumers decide.