Search giant Google unveiled a brand new product line this week, with the Pixel and Pixel XL smartphones entering the upper echelons of the mobile market and seeking to knock Apple for six in the process.
Their emergence effectively signs the death warrant for the Nexus range, as well as signalling Google’s shift towards targeting a mainstream audience rather than catering to a smaller, tech-savvy niche.
The standard Pixel will cost £599 in the UK SIM free and the handset itself is built by Taiwanese firm, HTC, which has had a longstanding relationship with Google. Black, blue and silver versions are offered and the style is sleek, modern and undoubtedly similar to the iPhone.
With the Snapdragon 821 chipset and 4GB of RAM under the bonnet, the Pixel is at the cutting edge in terms of processing power. And buyers will benefit from 32GB or 128GB of storage, depending on the model they choose, along with unlimited access to Google’s cloud hub for yet more backup benefits.
With a 5.0 inch display, the standard Pixel is more compact than counterparts like the Samsung Galaxy S7. Meanwhile, the 5.5 inch AMOLED panel of the Pixel XL makes it a true phablet.
This bold launch by Google earned plenty of media attention, but this does not guarantee commercial success.