Google in 2021: 5 things we want to see

2020 was an interesting year for Google’s product portfolio. The Pixel smartphone series rose from the premium segment to a lower price with the Pixel 5. Combined with the Pixel 4a and Pixel 4a 5G, Google’s handset palette has reduced affordability significantly.

Google also spent 2020 tinkering with its approach to streaming media. In addition to the ambitious launch of the free version of the Stadia cloud gaming platform, big G unveiled the Chromecast with Google TV to upgrade its streaming hardware. The consolidation of Play Music to YouTube Music was more controversial. The decision to end Google Photo free storage next year was not well received either.

Despite all of this, Google’s media strategy still lacks the focus of its competitors. The company didn’t show that much love for its Chrome OS products. There’s no updated high-end Pixelbook or Pixel Slate, so the December 2019 mid-size Pixelbook Go is the latest version. In a year Apple rocked the laptop market with the move to arm-powered Macs, Google’s PC strategy felt more than a little complacent.

See also: The 10 best Google products to buy

Outside of hardware, Google played a key role in developing and deploying COVID-19 contract tracking apps around the world. In the courtroom it was also as usual. Google had to fend off lawsuits from Epic Games, a European Commission investigation into the Fitbit acquisition, and a class action lawsuit over data tracking in Chrome’s incognito mode. Unfortunately not surprising in today’s tech industry.

In addition to some new entries in Google’s smart home portfolio, 2020 was a stable year for Mountain View. However, there is so much more the company could offer us in 2021. We hope to see the following.

1. Return the high-end pixel

The Google Pixel 5 hasn’t long since landed, but we’re looking forward to the Pixel 6 next year. The seemingly small differences between the Pixel 4a 5G and the Pixel 5 make the 2020 portfolio a bit cramped. The Pixel 5’s price tag would be a little easier to justify if the phone was just a little higher quality. Not to mention, there is a niche market of Google fans who are craving another premium entry.

However, we don’t particularly crave a return to cutting-edge performance and over $ 1,000 XL options. Google has clearly made headway with affordable pricing and works much better than previous flirtations with the premium market. That said, reaching one next high-end goal next time would help the Pixel series. It could then compete a little better with other affordable flagship products like the iPhone 12.

Continue reading: It is time that Google adapted the hardware of the pixel camera to the outstanding software

Personally, I want the Pixel 6 to keep its reasonable price and features, with an emphasis on reworking Google’s photography capabilities. While the Pixel 5 is still taking some great pictures, my experience with most of the best camera phones of 2020 shows that Google’s outdated camera hardware is falling behind. A budget Pixel 6 with a top notch camera is hard to turn down. Make it happen, Google.

2. At least one new Chromebook

It’s been a year since Google’s last Pixelbook announcement, so we’re overdue for a new product. Granted, Chromebooks don’t really require the latest hardware revisions every year, and the high-end Pixelbook and Pixel Slate were frankly overpriced. Still, Google’s laptop range could certainly use some love in 2021.

Chromebooks can only get premium price tags if they go beyond the “browser in a box” mentality that defined the Chrome OS ethos so far. It might help to get more involved with the various ecosystem services like Stadia, or to pack more disk space. However, Chrome OS still lacks the suite of apps and use cases found in the Apple and Microsoft ecosystems. Solving this problem would be a big project.

Connected: The best Chromebooks: Google, Asus, Lenovo, and more

Speaking of which, with Apple taking steps with arm-powered Macbooks, it may be time for Google to re-examine the arm-based processors for its Chromebooks. There are a few chipsets that offer high-end performance, machine learning, and networking capabilities. With adequate software support, they could develop new use cases for Chromebooks. Don’t forget to support Android apps without emulation. However, this all depends on Google having something in mind to take Chromebooks to a higher level.

Google’s entire approach to the computer market could use a fresh coat of paint. Android tablets remain pretty sad compared to Apple’s iPad range. Additionally, there is still no real coherence to bridge the gaps between mobile devices, tablets and PCs. Unfortunately, such an adventurous plan seems unlikely as it would represent a major departure from the complacency of recent years.

3. Finally, fix the Wear operating system

Android tablets may not be great, but the Wear operating system remains even worse. The platform really didn’t evolve at all in 2020. That has to change urgently by 2021 if the Wear operating system is ever to close the gap on the Apple Watch.

Unfortunately, Wear OS has mastered neither the fitness nor the premium areas of the functional spectrum and brought the platform to a standstill in no man’s land. Google needs to take a much more proactive approach to developing features. It needs to provide its partners with the tools they need to build great watches instead of simply patching Wear OS as the industry pushes it forward. More regular updates wouldn’t hurt either. Whatever happens, we’d like to see something to improve the Wear OS platform over the next twelve months.

Continue reading: The state of Wear OS in 2020: It looks bad

We’re also still waiting for first-party hardware so that Google can present its vision for the ultimate wearable. However, that feels more distant than ever. But that’s a wish list.

4. Put together a suitable media schedule

Then there is Stadia and the current state of the various media platforms from Google. This includes YouTube Premium, Google TV, and the like. I don’t like whining about Google’s messy ideas (the sheer volume takes a lot of time!). It’s frustrating, however, because so many of these initiatives could be fantastic but are consistently underdeveloped.

Take the recently announced Chromecast with Google TV, for example. Why Stadia Cloud Gaming is not supported out of the box is unclear. This is yet another missed opportunity to unite Google’s media ecosystem into a single, comprehensive product. The introduction of a new generation of consoles and games with 50GB day-one patches should be a big chance for Stadia to make a splash with a device that costs $ 50 (maybe $ 80 with a controller). But the right hand just doesn’t know what the left is doing.

Connected: What would a Google version of Apple One look like? Would you sign up?

Even so, Chromecast with Google TV is a step in the right direction. In the media streaming industry, high quality content aggregation is imperative. Mountain View could use tweaking its own media options too. Why we still don’t have a subscription model for Google TV or bundles with YouTube Music, cloud storage, and Stadia games is another confusing loophole.

Google has the services to be a serious competitor to Amazon Prime and Apple One. Just need to curate some compelling subscription packages. So go on Google! Give me a comprehensive media package that includes everything from photo storage to playing games on the go.

5. Time to take privacy seriously

My last and definitely most ambitious wish from Google for 2021 would be to take data protection seriously. Yes, we have a wider selection of permission switches for Android apps, new privacy settings for assistants, and more data policies than ever (as if someone is actually reading them). However, it cannot be overlooked that while the real motive is to sell ads, Google is still reading your email, doing voice searches, and tracking your location on behalf of “improved services”. And we users have very little control over all of this data collection.

The seemingly endless stream of litigation that goes on at Google every year is a warning siren that the company’s commitment to the problem remains inadequate. Mountain View is again faced with complaints about advertising offers and user data in six EU countries. Further legal disputes in 2020 concern the collection of student data via the G Suite for Education platform from Chromebook, the collection of personal data via Chrome even without a Google account and the tracking even if the deactivation is done via the privacy settings of the Google account. In California, there’s even a class action lawsuit going in incognito mode. This may not be particularly firm, but it further underscores that Google’s data policy continues to defy many user expectations.

It is no longer good enough to constantly catch up with stricter data protection regulations such as the EU’s GDPR. It also doesn’t offer any simple and confusing methods to turn off data collection. Mountain View, of course, is far from the only dubious party in the data industry. But as one of the greatest, it should take the lead in solving the problem. A high level of transparency and control over data partners, clearer and more intuitive data protection options and new tools for reviewing, restricting and removing collected data would help to win the trust of consumers and legislators.

They tell us: what would you like to see from Google in 2021?

For smartphones, 2020 was a decent year for Google. However, there were also many missed opportunities. Quite a few areas have also simply been neglected and must be addressed in the course of 2021. Between Chromebooks, tablets, Wear OS, cloud games and privacy concerns, there is a lot for Google to do in the coming months.

If all you have to do is pick one, what would you most like to see on Google in 2021? If you have any more ideas, check out the comments section below.

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