In a bid to rival industry titans Apple and Samsung, Google is gearing up to enhance its Pixel update commitment, signaling a significant shift in its strategy. The tech giant is reportedly extending its guaranteed updates timeline to five years, commencing with the highly anticipated Google Pixel 8 series. Currently, Pixel phones receive support for up to three years with software updates, while Tensor-powered Pixels enjoy promises of up to five years of security updates.
According to inside sources cited in a report by 9to5Google, Google’s initiative to bolster its update pledge will debut with the launch of the Pixel 8 and Pixel 8 Pro.
This transformative move is poised to elevate Google’s standing in the smartphone arena, with the report noting that “Pixel 8’s update promise should surpass Samsung’s current policy on flagships and meaningfully match the iPhone.” Notably, Apple’s iPhones are renowned for their industry-leading support, with updates extending for up to a remarkable six years, positioning them as some of the longest-lasting smartphones on the market.
Google’s Pixels once set the gold standard for Android updates, delivering prompt updates on the day of their release and offering extended support compared to other Android manufacturers. However, over time, Google faced stiff competition as brands like Samsung, OnePlus, and Xiaomi either caught up to or surpassed Google’s update promises. Despite Google’s role as the creator of Android and its ability to produce its own chips, its Pixel phones lost their crown as the go-to Android device for users seeking extended support.
Google’s approach to updates, though, differs from Apple’s in a significant way. While iOS updates are closely tied to new app features, Google has transitioned to a model of continuously rolling out Android features and app updates to users without requiring complete system updates. Many of these updates are delivered via the Play Store as app and framework updates.
This iterative approach allows Google to provide Android users with new features and improvements more rapidly, eliminating the need for a full system update. For instance, a Pixel 7 can receive approximately 95% of the new Android features over the last two years of its support cycle without requiring a major system update.
By extending its full software update support to five years, Google aims to strike a balance that caters to both feature-driven users and those who desire complete OS updates, even on older Pixel devices. This strategic move positions Google as a formidable contender in the realm of long-term smartphone support, challenging the status quo set by industry heavyweights like Apple and Samsung.
